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Gold Winner

Entrant: Ogilvy Germany, Frankfurt

Zeiss Camera Lenses
"Lens Test Drive"

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Corporate Name of Client: Carl Zeiss AG Camera Lens Division
Head of Client Services: Martin Dominicus
Agency Account Supervisors: Heiner Eberle/Tanja Oezgen
Agency: Ogilvy Germany, Frankfurt
Chief Creative Officers: Dr. Stephan Vogel/Michael Kutschinski
Executive Creative Director: Uwe Jakob
Creative Director: Dieter Denk
Art Director: Klaus-Martin Michaelis
Technical Director: Jens Steffen
Application Engineer: Isabell Grasshoff
Interface/Navigation: Klaus-Martin Michaelis

Description of the Project:
How can one present high-quality camera lenses at the POS, up to date and convincingly, and enthuse customers? In order to support retailers and to ensure highest quality in sales conversations ZEISS developed an innovative solution: the first catalogue of lenses that is designed as an app. It is a total directory, display, argumentation aid and interactive product experience rolled into one. More than 12,000 photographies of ZEISS users of the Flickr community – sorted by lens and genre – are accessible in real time. Animations and side-by-side side-by-side comparisons make advantages and USPs of every single lens immediately visible. Also, new products, updates, offers and promotions can be placed in trade in real time.