Brand Managers: Cahing-Ling Wu, Jennie Anderson. Strategist: Justin Gamero. AD: Julia Veinberg. CW: Nathan Totten. Creative Technology: Andrew Dayberry.
Objective To build awarene ss of Polaroid始s PoGo digital camera amongst 16-24 years olds by Ju ne 2009
Executive Summary After years of Polaroid memories, the legacy is finally growing a modern arm. In March 2009 the Polaroid PoGo camera will revolutionize digital snapshot cameras by integrating a state-of-the-art printer into the camera. To ensure a successful release, we have prepared a campaign that aims to build awareness for the newest camera offering from Polaroid. An entire generation has missed out on the fun of instant pictures, and we are not talking about the instant preview that today's cameras have. We are introducing the first digital camera that puts an instant picture into your hand so that you can post it anywhere. Whether users give it to a friend or post it online, this campaign will allow people to experience what has been missing from digital photography
16-24 ye social ars olds wh izing o en cente and being joy r of at tentio the n.
t e g Tar
What do we know about the target? They… •
are independent from their parents and are the master of how they spend their free time
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are still trying to figure out how they fit in socially and seek acceptance.
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are social butterflies
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live in the moment and enjoy spontaneity
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want to make their mark on the world and they know that they can.
What do we want the target to do, think, or feel that helps achieve the objective? •
That they are the center of attention (whether they are the one with the camera or they are front and center in the photo)
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That there is a cool factor in sharing this technology with friends
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That they realize instant printing is the aspect of the digital camera that has been missing
What do we know about how the target reacts to various media and types of communications?
Strategy Emphasize the benefits of having a hard-copy picture
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Prefer a pull strategy
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Tend to be more cynical of advertising than older generations
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View and create consumer generated content
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Tend to be more technologically savvy than older generations
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They are used to and comfortable having everything be online and easily accessible
What are some effective ways to engage the target, considering who they are? •
Through digital and/or mobile communications
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Visually and socially engaging campaigns
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Non-intrusive/opt-in communications
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The communications need to offer them a benefit
• Digital photos can disappear into a black hole
Potential
• When the world
• There is more
has become all 1’s and 0’s, what is left in your world?
• Polaroids are social
Creative
Jumping
value in a physical picture then a digital picture
Points
The campaign integrates online and offline tactics to bring its audience into the story of Ivan the Vaudevillain, who steals people’s digital pictures and takes them to the Land of the Forgotten. Offline, people learn about the PoGo camera and Ivan the Vaudevillain in photo booths. In these PoGo photo booths, people can have up to five of their pictures taken, print out one of them, and email the others to themselves. However, before they can be emailed, Ivan steals them away and tells participants that they can be retrieved from his lair. On the back of each picture is a URL for Ivan’s Lair. Digital copies of printouts are uploaded to a page commending all the people who have beaten the wrath of Ivan the Vaudevillain. Seeded pictures of Ivan on popular photo-sharing websites will point people to Ivan's website. A Facebook application will also raise awareness of his meddling ways. Because the target is such an independent, social, and live-in-the-moment person, we know these tactics will be well received.
Digital copies of printouts are uploaded to a page commending all the people who have beaten the wrath of Ivan the Vaudevillain. Seeded pictures of Ivan on popular photo-sharing websites will point people to Ivan's website.
A Facebook application will also raise awareness of his meddling ways. Because the target is such an independent, social, and live-in-the-moment person, we know these tactics will be well received.
Launch of the campaign coincides with the US product launch, as well as the UK launch. Upon completion of each campaign a "Thank You" campaign will run, thanking those who helped defeat Ivan. A revival campaign can be launched in November for the Holiday season. Tracking campaign progress and effectiveness will be easy by calculating the various website interactions, photo booth interactions, and media mentions.
How does the campaign support the brand? When everything became digital, people started saving their photos, music, movies, documents, and other information in this great, unseen world of the computer. Everything seems pretty organized on a computer, but do we really know where all these parts of our lives and memories are? We hear a lot of stories about people losing their pictures or files when they accidentally erase everything or encounter hard drive damage. And unless you are very thorough in your labeling and organizing of your photos, it can take quite awhile to find the picture for which you are looking. People ask the same question, “Where did my pictures go?! If "save" is really safe, how come I can not get them back?� Polaroid is launching a camera that has the benefits of a digital camera, but also offers the instant gratification and security of a print-out copy. The Ivan the Vaudevillain campaign provides a humorous answer to the above questions that digital camera owners deal with, while allowing consumers to experience the capabilities of the camera as they engage in Ivan’s story.
How can we track the campaign? In order to track how successful we were at meeting our objective, which was raising awareness, we will conduct two different types of surveys. The first will be a pre- and postcampaign product awareness survey. The second will be a pre- and post-campaign survey gauging which product attributes consumers are the most aware of (i.e. it is digital, the printer is built in, Zink technology, etc). The technology incorporated into the Ivan the Vaudevillain campaign will also allow us to track other aspects of the campaign, such as: •
The number of people who print out pictures at the photo billboards vs. the number of people who visit the website
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The number of people who view pictures on Facebook, Flickr, and Google images that contain Ivan vs. the number of people who visit the website
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The number of times people visit the website