It seems the X100 microsite has worked extremely well as a promo tool for the X100, much better than standard advertising approaches.
Adrian Clarke, Senior Vice President of Photo Imaging (Europe).
The Professional's Choice
Cluster was engaged by Fujifilm to provide an online strategy for the launch of the ground-breaking X100 digital camera, anticipated to be the most prestigious and sought after camera model amongst their entire range of products.
Our brief was to bring a premium feel to this key product and to open new communication channels for ongoing customer engagement and to assist with future development and sales of the product range.
With a initially restrictive launch schedule of just four weeks to meet global press announcements and international events, Cluster had to develop a multilingual campaign to reach out to Fujifilm’s core markets and stimulate new interest around the world.
The website at the centre of the campaign had to encourage dialogue amongst users, and also feature galleries and sample imagery, press reviews, photographer testimonials and an international retailer search to encourage trial and purchase.
Cluster created a new identity for this premium range that was used for both online and offline advertising, email marketing and in-store point of sale and promotion.
From announcement to product availability, the X100 campaign developed through a deliberate slow release of information, creating great anticipation amongst the target audience. This approach led to world’s most popular photographic and gadget blogs driving a continuous stream of new visitors to the website.
By utilising the Drupal platform for the CMS we were able to launch a multilingual site within the deadline to meet the initial requirements of the brief. Subsequent updates included 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.
At frequent intervals, we used targeted emails to make the growing audience aware of the latest site updates to encourage traffic back to the site where they could find new information and retailer locations.
Site launched in English, French, German, Spanish, Italian and Russian to cover key launch markets.
Additional languages added throughout the campaign included Chinese, Korean and Polish.
Received over 50,000 unique visits on key dates throughout the campaign
Creation of a new email customer database with over 39,000 subscribers
Over 10,000 comments about the X100 left by visitors
Pre-order incentive led to limited availability in some markets
The X100 has been so successful that it has now spawned a range of models developed around the same identity principals and marketing strategy.