SIGMA Brand Campaign
It Just Clicks.
There are few companies in the high-end photography space that can do what SIGMA does. The brand is known both for its commitment to quality and for being remarkably prolific (it released 11 new lenses in 2024). But despite glowing review after glowing review, many potential customers fail to recognize the full value promise of the brand. To change that, we developed a campaign that spoke to SIGMA’s impressive compatibility with multiple major camera brands. It eased any “third party” stigma lingering in customers’ heads by showing that their camera and SIGMA lenses were built to work together.
Services
Campaign Anthem Development
Graphic Design & Animation
Landing Page Design
Copywriting
Strategy
From the outset, we knew this would be a multi-channel campaign working across owned and paid digital media, print advertising, and in-store displays at SIGMA dealers. Our creative would therefore need to be adaptable to many different formats while ensuring the messaging stayed consistent and recognizable across channels.
Development
We began by brainstorming a hard-hitting and succinct campaign anthem. “It just clicks,” well, just clicked. It conveys the idea that SIGMA lenses are designed to just work with your camera, while giving a nod, in the form of a soft pun, to the familiar sound of a shutter click. We matched the anthem to either an animation (digital) or static list (print) of supported camera brands, driving the message home without relying on longer copy.
Deployment
The campaign rolled out seamlessly across SIGMA’s homepage, social media, and email; dealer websites and in-store materials; and select industry print publications. Digital analytics showed the campaign outperforming, even generating more intent-to-purchase conversations than promotional ads.