Overview

Fujifilm needed to globally promote their ground-breaking X100 flagship model, anticipated to be the most prestigious and sought after camera model amongst their entire range.

The Challenge

The X100 is big news for Fujifilm and they required an impressive online product launch that would make a great impact on professional photographers around the globe.

The camera is truly groundbreaking, both in its technical capability and aesthetics, which required a site reflective of all these combined attributes.

The launch had to coincide with the X100 press announcement at Photokina, (prestigious Photographic exhibition in Cologne), and all material had to be available in multiple languages. The site also had to encourage dialogue amongst users, and also feature press reviews, comments, professional photographer testimonials and eventually a ‘Where to Buy’ facility.

The Solution

Utilising the Drupal platform we launched a multilingual site that not only included the clients requests but which also featured a stunning worldwide image gallery, the X100 development story contributed by the Japanese design team, and a helpful Q & A section derived from comments left by visitors.

From announcement to product availability, the X100 site developed through a slow release of information about the camera, creating great anticipation amongst the target audience. At frequent intervals, we used targeted emails to make the audience aware of the latest site updates to encourage traffic back to the site where they could find additional information and retailer locations.