What Is the ZEISS Look All About? New integrated communications campaign for the ZEISS Batis lens family

ZEISS has launched a new, integrated 360-degree communications campaign for the ZEISS Batis lens family to describe what the ZEISS Look is all about: “Photographers often speak passionately about the “ZEISS Look” when describing what makes the photos captured with ZEISS lenses so special,” explains Björn Pados, Product Manager for Camera Lenses at ZEISS Consumer Products. This communication campaign aims to show how the unique look is created and what special technical features of ZEISS lenses help photographers capture such creative shots. The campaign was launched in May 2019 and the dedicated website www.zeiss.com/batis is already online.

The ZEISS Batis lens family was developed specifically for mirrorless full-frame cameras from Sony (Alpha 7 and Alpha 9 series) and is compatible with all E-Mount cameras. Five focal lengths of 18 to 135 millimeters are available; in combination with a mirrorless camera, this is a handy and lightweight high-performance system that enables exceptional image quality.

“The ZEISS Look has often come up in discussions we’ve had with our customers and with photographers,” says Pados. “That’s why we want to use this new campaign to explore and demonstrate what makes this look so special. We sat down with our ZEISS experts and summarized the key factors and discussed what it all means for our users.” Pados believes the following aspects set the ZEISS Look apart: its exceptional image definition, natural colors and 3D pop effect.“ This allows the photographer to vividly separate the object from its blurred fore- or background when focusing.

At the heart of the campaign is a film that follows British travel and landscape photographer Ed Norton as he journeys to Marrakech. In it, Norton tells us what he feels distinguishes the ZEISS Look. The quality and colors of his images transport people to the vibrant Moroccan city and its surroundings. In the film, scientist and Director of Systems Design at ZEISS Consumer Products Johannes Zellner discusses the technical requirements that make the look what it is – such as the special combination of the ZEISS T* multi-layer Coating and the high-transmission lenses that allow photographers to reproduce natural colors.“ This campaign is the first time that we’re demonstrating how our technology and our years of experience in lens development are helping photographers bring their creative visions to life using ZEISS lenses,” says Pados.

Integrated campaign for addressing customers directly

The film and short versions of it are being posted to social media alongside supporting measures; there is also a dedicated campaign website as well as online ads, publications on blogs, POS materials, a retailer folder and elements for a new trade fair booth.