akiralx Posted January 16, 2014 Share #1 Â Posted January 16, 2014 Advertisement (gone after registration) Melbourne's LaTrobe University advertising with the M240 on the city's trams: Â Link to post Share on other sites More sharing options...
Advertisement Posted January 16, 2014 Posted January 16, 2014 Hi akiralx, Take a look here M240 advert on Melbourne trams. I'm sure you'll find what you were looking for!
Archiver Posted January 16, 2014 Share #2 Â Posted January 16, 2014 I saw the television ads for La Trobe a couple of weeks ago, and they are even more overt in their use of the M240, with a rotating 3D animation of the camera. There are signs on tram stops using the M240 as well. Â Does Leica know about this, and is it necessary for them to authorize this kind of large campaign use? I was going to write to Leica to ask about this. While the La Trobe ads do not say "Leica", the camera in unmistakable, and could imply an official endorsement. Link to post Share on other sites More sharing options...
MarkP Posted January 16, 2014 Share #3  Posted January 16, 2014 +1  Welcome, dear visitor! As registered member you'd see an image here… Simply register for free here – We are always happy to welcome new members!  Note the flare at the rangefinder window on both photographs. I think they thought it was a flash so added the flare . Link to post Share on other sites Simply register for free here – We are always happy to welcome new members!  Note the flare at the rangefinder window on both photographs. I think they thought it was a flash so added the flare . ' data-webShareUrl='https://www.l-camera-forum.com/topic/220279-m240-advert-on-melbourne-trams/?do=findComment&comment=2510634'>More sharing options...
wattsy Posted January 16, 2014 Share #4 Â Posted January 16, 2014 Does Leica know about this, and is it necessary for them to authorize this kind of large campaign use? I was going to write to Leica to ask about this. While the La Trobe ads do not say "Leica", the camera in unmistakable, and could imply an official endorsement. Â I agree that this kind of product placement would normally require approval from the product owners but what business is it of your's whether La Trobe obtained such permission? Are you serious that you would ask Leica about this? Link to post Share on other sites More sharing options...
MarkP Posted January 16, 2014 Share #5  Posted January 16, 2014 Not only is the camera unmistakable but the lens certainly is down to the complete serial number:  Welcome, dear visitor! As registered member you'd see an image here… Simply register for free here – We are always happy to welcome new members! Link to post Share on other sites Simply register for free here – We are always happy to welcome new members! ' data-webShareUrl='https://www.l-camera-forum.com/topic/220279-m240-advert-on-melbourne-trams/?do=findComment&comment=2510651'>More sharing options...
Archiver Posted January 16, 2014 Share #6 Â Posted January 16, 2014 I agree that this kind of product placement would normally require approval from the product owners but what business is it of your's whether La Trobe obtained such permission? Are you serious that you would ask Leica about this? Â It is certainly none of my business to ask for that knowledge, but that was not my intention. I would ask if Leica was indeed aware of the usage of their product in such an overt and public manner. Â Maybe I'm being unnecessarily suspicious, but who knows? Link to post Share on other sites More sharing options...
hoppyman Posted January 16, 2014 Share #7 Â Posted January 16, 2014 Advertisement (gone after registration) Since Leica Camera Australia is in Melbourne where the trams are, I'd guess that there is a good chance that they co-operated in this advertising The campaign seems to work! Link to post Share on other sites More sharing options...
Leonil Posted January 17, 2014 Share #8 Â Posted January 17, 2014 Since Leica Camera Australia is in Melbourne where the trams are, I'd guess that there is a good chance that they co-operated in this advertising The campaign seems to work! Â It just seems odd that the advertising agency didn't bother to figure out what an M was, and added flare to the viewfinder - do they think its a flash? Â Other than that, I think its nice to finally see an advert of the M, I had yet to see one. Link to post Share on other sites More sharing options...
Archiver Posted January 17, 2014 Share #9  Posted January 17, 2014 It just seems odd that the advertising agency didn't bother to figure out what an M was, and added flare to the viewfinder - do they think its a flash? Other than that, I think its nice to finally see an advert of the M, I had yet to see one.  It's not an ad for the M240, it's an ad for La Trobe University. And they are using a photoshopped image for the M240 as their hero image. By coincidence, I drove past the Bundoora campus today and they have a large billboard that incorporates the M.  As for the serial number, it appears that they are using the official promo image of the M240, but have removed the red dot. Look at any of the press images and you'll see the same serial number on the lens. I just wonder why they would erase the red dot but not the M.  Considering that the La Trobe campaign slogan is 'Decisive Moments', I don't think that the nature of the rangefinder or Leica is lost to the ad agency people. I suspect that the 'flash' effect is the visual equivalent of the mirror slap shutter noise used by Hollywood for any camera from a P&S to a pro DSLR. Link to post Share on other sites More sharing options...
Guest Posted January 17, 2014 Share #10 Â Posted January 17, 2014 +1Â [ATTACH]417993[/ATTACH] Â Note the flare at the rangefinder window on both photographs. I think they thought it was a flash so added the flare . Â Taken with a MM from a SUW and you're tall? Â Cheers, Simon Link to post Share on other sites More sharing options...
pierovitch Posted January 17, 2014 Share #11 Â Posted January 17, 2014 Â Note the flare at the rangefinder window on both photographs. I think they thought it was a flash so added the flare . Â Just someone really bright behind the finder. And a prime candidate for http://www.latrobe.edu.au/courses/visual-arts:) Link to post Share on other sites More sharing options...
MarkP Posted January 18, 2014 Share #12  Posted January 18, 2014 Taken with a MM from a SUW and you're tall? Cheers, Simon  Hi Simon,   Monochrom? Yes Tall? 179cm SUV? no, why?  Mark Link to post Share on other sites More sharing options...
Leonil Posted January 19, 2014 Share #13  Posted January 19, 2014 Hi Simon,  Monochrom? Yes Tall? 179cm SUV? no, why?  Mark  I think he got confused by the car in the corner of frame. It may look as if you took it from a sun roof or the side of an SUV, because it looks like the car may still be on the road, and hence looks like you are in an elevated position, as opposed to just standing on the sidewalk, when the car is actually parked. Link to post Share on other sites More sharing options...
MarkP Posted January 19, 2014 Share #14 Â Posted January 19, 2014 I think he got confused by the car in the corner of frame. It may look as if you took it from a sun roof or the side of an SUV, because it looks like the car may still be on the road, and hence looks like you are in an elevated position, as opposed to just standing on the sidewalk, when the car is actually parked. Â Thanks. I see what you mean. Â No, I was on the grass verge off the road and the car was stopped at the lights. St Kilda Rd near the National Gallery of Victoria, the roof of which you can just see in the background. Link to post Share on other sites More sharing options...
Naper Posted January 20, 2014 Share #15 Â Posted January 20, 2014 I agree that this kind of product placement would normally require approval from the product owners but what business is it of your's whether La Trobe obtained such permission? Are you serious that you would ask Leica about this? Â This happens every day.What about the trade school showing a picture of a student working on a BMW. Approval is not required. There is no harm here. Leica would not be adversely effected by this. Link to post Share on other sites More sharing options...
Archiver Posted January 21, 2014 Share #16 Â Posted January 21, 2014 This happens every day.What about the trade school showing a picture of a student working on a BMW. Approval is not required. There is no harm here. Leica would not be adversely effected by this. Â There's a difference between a trade school picture of a student working on a BMW, where the object is a part of the scene and integral to the activity, and using a product as the hero image in a campaign where the object itself is metaphorical, not a literal representation of the activity. Yes, La Trobe has a visual arts and photography course, but that is not what they are advertising. They are advertising the entire university. Link to post Share on other sites More sharing options...
NZDavid Posted January 21, 2014 Share #17 Â Posted January 21, 2014 Very strange picture. I wonder if it was affected by the sweltering 44C heat last week that apparently buckled the tram tracks? Link to post Share on other sites More sharing options...
Leonil Posted January 21, 2014 Share #18 Â Posted January 21, 2014 As an ex ad man, my theory is that Latrobe asked an ad agency to sell the Uni as a high quality Uni and wanted to remind students to choose the Uni (hence the tag line Decicive moments) Â At the same time, Leica normally doesn't advertise in a big way I find in Australia and I bet they asked the same Agency to promote itself discretely, but to attach itself to something with equal perceived quality (eg Gstar Raw, the Jean Gamy ad in France, the internal promotion.) Â I bet someone in the ad agency thought, lets get these two clients together, do an ad for Latrobe and discretely inject Leica. Think about it, Melbourne is where the majority of Leica sales are - there is a perceived elitism connected to the camera (the rich can only afford it) so affluent or artsy and more of less highly engaged students know about Leica in schools... They see a Leica ad attached to a University - Oh, I will choose that Uni, its connected to Leica somehow, quality, endurance blah blah blah. Especially now that School leavers that did the Higher School Certificate has JUST RECEIVED their entrance grades (ATAR in NSW) for university just last week... Its far too coincidental. Latrobe is using the ad to target affluent, upper grade margin students who possibly know the Leica brand. Which when I was in Uni, was a lot of people.) Â It makes sense to me that its just the brainchild of some agency's crazy idea for two clients. Its happened before - almost like a celebrity endorsement. Link to post Share on other sites More sharing options...
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