Fujifilm
assignment
Launch Fujifilm’s “Nexia Q1” APS camera to the targeted youth market.
insight
The APS (Advanced Photo System) camera promised absolute foolproof photography. During its heyday, the APS camera was the smallest and lightest camera on the market and its unique film cartridges came chockfull with fancy features. But the digital camera was also fast-approaching in the not-so-distant commercial horizon. Outmatched in every way, the advantages of APS were fast becoming negligible. The future of APS seemed bleak; its moment was then or never.
strategy
An integrated campaign targeting image-conscious and trendy teenagers was devised. The Fujifilm APS camera was modeled to be a fashion lifestyle accessory, a hip badge of personal style and edginess. The chic models for all the marketing collateral were used as a personification of the Fujifilm brand, upping the cool quotient of “Nexia Q1” product considerably.
solution
On a restricted budget, a highly visible campaign for “Nexia Q1” was implemented just 14 days after the brief was received. Scope of work was massive – print advertisements, SMS downloads and collectible cards, supplemented by a website that featured online contests, games and promotions. To generate further buzz, a launch event was also held at teen haunt, Far East Plaza. All in all, it was maximum bang for the buck.
results
As all pre-ordered units were sold out at the launch event, client had to re-order from HQ the following day.
SEE THE WORK
- Print Ads
- Zo Cards
- MMS
