With the launch of Ricoh’s new spherical camera ‘Ricoh THETA S’, it was vital that Ricoh was recognised as the spherical camera pioneers and ensure that global sales would be successful. After working with Ricoh in 2013 to support the launch of the original version of the camera, Weber Shandwick took on the challenge of making this launch even more successful than the last.
The strategy was to launch the product at the global IFA electronics show in Berlin, with a Weber Shandwick team from Tokyo and Germany developing press materials in multiple languages, while also handling all media relations activities. On top of extensive training with the launch event’s key presenters, the team created a visually engaging presentation, that worked to ensure that the messages would transcend all language barriers. A special guest from Google Street View spoke at the event in support of the product, and we collaborated with famous YouTuber, Kurt Hugo Schneider who used the camera to create a video that he then shared with his 6 million+ followers.
The launch event was well-received by attendees and was also live streamed to New York, garnering outstanding coverage in both English and German languages. Not only did the RICOH THETA S receive coverage in the key target markets of North America and Europe, but also in areas such as China, Korea and South East Asia. Huge buzz was created across Facebook, Instagram, and Twitter. Kurt’s YouTube video has recorded over 1.4 million views (as of 2016 Feb.).
Sales of the RICOH THETA S have been very successful since it hit the shelves on October 23rd, 2015.