Fujifilm launches latest Instax Camera Campaign, brings back the timeless joy of a freshly-snapped instant photo to a digitally centered audience
14 Dec 2017
Montreal – DentsuBos, Dentsu media and 360i Canada are behind Fujifilm’s latest campaign launch for the Fujifilm INSTAX range of cameras, featuring the SP-2 phone printer and Mini 9 camera. The initiative, which launched on November 15 and runs until December 31, 2017, is featured across Canada as well as in New York City.
The creative ideation process was inspired by the tactile nature of INSTAX photography. The greatest challenge Fujifilm faced was making something tangible relevant and engaging to an audience that evolves in a digital-first environment.
“People spend a lot of time online, glued to their phones. This campaign plays off of this obsession with everything digital and reminds people that it’s also cool to physically capture moments of everyday life,” said Amy Maloney, Associate Creative Director at DentsuBos.
With DentsuBos helming creative and Dentsu media and 360i Canada driving the media strategy, the teams sought to reproduce an effect of instantaneity while getting the brand literally into the hands of consumers. The media team came across an interesting insight: “our data revealed that specialty cafés are popular destinations among our target audience,” mentioned Dahlia Trinh-Viêt, Account Director at Dentsu media. The network of coffee shops targeted by our media partner Eat It Up allowed us to reach millennials at their regular hangout spots.”
While this insight resonated well, it was essential to make a strong logical connection between the audience’s habits and the product in order to send a powerful message. “The heat sensitive coffee sleeves were the perfect medium that allowed us to surprise our prospective customer while bringing them back to the essence of the INSTAX photo. As hot liquid is poured into a customer’s cup, the sleeves reveal instant photos, bringing back the timeless enjoyment of developing a freshly-snapped instant photo. There couldn’t have been a medium with a better association to the product,” added Dahlia Trinh-Viêt.
This is the third collaboration with Fujifilm on the INSTAX range of cameras with previous work on a digital-first campaign at the end of the summer and an influencer campaign in collaboration with Vrak last fall.
The national campaign which runs through to December 31, 2017, is primarily focused on the Ontario, Quebec and British-Columbia markets. In addition to TV, web and cinema, the Mini 9 camera message is featured in OOH in New York City.
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