Polaroid Campaign.pdf 52d3q
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- Words: 2,092
- Pages: 29
CREATIVE BRIEF BY: EMMA CALDWELL | AUSTIN ECCLETON | ANDREW JUODAWLKIS | ZACK SMITH | COURTNEY VERHAGE
FROM:
TABLE OF CONTENTS
EXECUTIVE SUMMARY................................................... 3 CLIENT BACKGROUND, OBJECTIVE & MISSION....... 7 TARGET AUDIENCE......................................................... 11 IMC PLAN & PRINT EXECUTIONS................................. 15 Out Of Home Tactic #1 - Billboard......................18 Out Of Home Tactic #2 - Bus Wrapping...............19 Interactive Advertising Tactic- Web Ads.............20 Video Tactic - Sasquatch Storyboard..................22 Special Event - PhotoBomb at ArtPrize 2016.......24 Print Tactic - Print Magazine Ad...........................26
PAGE 1 PAGE 1
PAGE 2 2 PAGE
Executive Summary
PAGE 3 PAGE 3
PAGE 4 4 PAGE
EXECUTIVE SUMMARY
Polaroid has been around for decades and is well known for their instant cameras. Polaroid is now facing trouble of staying relevant in the digital age where people can retake images and have less need for physical photographs. Not only has digital technology been an issue for Polaroid but also social media. Research shows that most of the photos taken today are posted to social media. The target audience is females aged 18-35 years old. This age range reaches all millennials to young Gen Xers. This can be broken up to those who used Polaroid products in its popular era and still like them, and those who started to use them after. The target market uses social media but often out of necessity and does not take it’s use seriously. They are the counter-culter of the social media age. The target audience is educated, trendy, and has an appreciation for originality, even down to the photos they take. Based on consumer insight and research, we decided to base our big idea not around social media, but rather the alternative to it. We don’t want to shy away from the use of digital technology or social media, but instead poke fun at them. What stemmed from this big idea was the slogan of “Leave the Hashtags at home”. The idea would be to use the product benefits in unique ways to demonstrate the advantages over digital or social media. Though the slogan of “Leave the Hashtags at Home” is not in our ments directly, the slogan provided the framework for the creation of our ments. The goal of the campaign is to create new relevancey for Polaroid products, specifically those with instant printing capabilities, and better the position of Polaroid as a fun, hip, and trendy camera brand.
PAGE 5 PAGE 5
PAGE 6 6 PAGE
Client Background, Objective & Mission
PAGE 7 PAGE 7
The Client The Company
Founded in: 1937 Headquarters in: Minnetonka, Minnesota, U.S. CEO: Scott W. Hardy
The Product We chose the product line that used or incorporated the instant printing capability. This feature was the base on which this creative brief was created. Polaroid Snap Instant Digital Camera 10 megapixels Normal, black & white and vintage sepia tone MicroSD card indicator Self timer feature Image prints automatically 2x3” full color prints
Polaroid Z2300 Instant Digital Camera 10MP camera ZINK® Zero-ink printing 2x3” color photos 720p HD video 2.5” LCD screen 6x digital zoom
Polaroid Socialmatic Instant Digital Camera 14MP frontal camera 2MP rear camera 4.5” touchscreen 4GB internal storage TF/Micro SD card slot GPS, WiFi and Bluetooth 2” x 3” ZINK® instant printer
Polaroid OneStep SX-70 Instant Camera Instant color printing Auto-focus SX-70 integral film
Polaroid Pic-300 Instant Print Camera Instant printing Analog camera 2.1x3.4” color photos Compatible with PIF-300 Instant Film
Polaroid ZIP Instant Photoprinter
Print in less than 60 seconds. Compatible with ZINK Zero Ink Paper 2”x3” Smudge-proof photos with a sticky back for extra fun. Compact 2.91” x 4.72” size. Weighs only .41 lbs.
PAGE 8 8 PAGE
OBJECTIVE & MISSION
Our mission is to position Polaroid as the go to for instant photography and as the too cool counterculture camera. We will do this by fulfilling our objective of creating relevancey of the Polaroid brand to the target audience by 2017. This could be measured by sales in the year following the campaign launch.
PAGE 9 PAGE 9
PAGE 10 10 PAGE
Target Audience
PAGE 11 PAGE 11
PAGE 12 12 PAGE
TARGET AUDIENCE
Females ages 18-35 living in urban and suburban areas of North America. These s are middle to upper-middle class with education ranging from high school to undergraduate degree. These consumers are hip trendsetters and have counterculture intentions with social media. They would be considered Millennials to young Gen Xers. They use social media but do not depend on it, they don’t take it as seriously. The target audience sees themselves as individual, innovative, and creative. They tend to be somewhat artistically expressive and enjoy photography. They enjoy brands that demonstrate uniqueness and individuality. Some other brands they might be interested in are: Apple, Urban outfitters, American Apparel, Lush, and the many brands of craft beer.
PAGE 13 PAGE 13
PAGE 14 14 PAGE
Integrated Marketing Communications Plan & Print Executions
PAGE 15 PAGE 15
“LEAVE THE HASHTAGS AT HOME”
PAGE 16 16 PAGE
INTEGRATED MARKETING & COMMUNICATIONS PLAN (IMC) Out Of Home Tactic #1 - Billboard (page 20)
Out Of Home Tactic #2 - Bus Wrapping (page 21)
Interactive Advertising Tactic- Web Ads (pages 22 & 23)
Video Tactic - Sasquatch Storyboard (pages 24 & 25)
Special Event - “Snapshot” at ArtPrize 2016 (pages 26 & 27)
Print Tactic - Print Magazine Ad (Pages 28 & 29)
IMC JUSTIFICATION
The target audience might be on social media, but they aren’t consumed by its usage. They do not follow their generational norms. They are artistic individuals who go against the grain. That is why we created the idea behind the IMC plan of “Leave The Hashtags At Home”. The idea was to play off the hip and retro aspects of Polaroid while demonstrating the product’s benefits vs. it’s competitors (social and digital). While using the fun and witty messaging strategy, we hope to speak to the audience in a manner that is persuasive and creates relevancy for the polaroid brand.
PAGE 17 PAGE 17
OUT OF HOME (OOH) ADVERTISING Billboard
You Can’t Lose These In The Cloud
This billboard highlights the creative side of photography and showcases some of the things you can do with instant photography. To the right of the billboard shows a collaboration of Polaroid photos that create one image. Also, the newer version of Polaroid digital cameras is shown on the billboard (to the left) to grab the attention of potential consumers. The copy at the bottom reads, “You can’t lose these in the cloud.” This signifies that once you take the Polaroid picture you physically have access to the photo and don’t have to worry about losing your memories due to a technological issue. But Polaroid wants to keep the TA peace-of-mind at heart, so the cameras also have built in digital storage in the case the printed phot were lost.
PAGE 18 18 PAGE
Bus Wrapping
The bus wrapping will a have high potential to make an impression on our target market while they are out and about in larger, metropolitan cities where public transportation is available. The wrapping itself is a scene of six birds perched on a branch. Around the birds is a Polaroid frame; the picture outside of the frame is blurry and gray. The copy says, “Leave the tweeting to the birds.” This encourages s to take photos with their polaroid camera, and, instead of immediately posting it to social media, save the picture and share it with friends personally.
PAGE 19 PAGE 19
Interactive Tactic Web ments
This ment follows the theme of rebelling against the norm of social media. Focusing specifically on Facebook, the add uses the simple copy of “It doesn’t matter who likes your photo as long as you do” underneath the Polaroid logo. This makes the suggestion that there is more to the TA’s photos than the usual drive to get Facebook “likes”. Though this ment is focusing on getting away from social media, it would be placed as an interactive web ad on various websites often visited by the TA including those closely related to social media.
PAGE 20 20 PAGE
This ment, like the previous ad, follows the theme of rebelling against the norm of social media. Focusing this time on Instagram, the ment uses the copy of “No hashtags. No filters. No tagging. (No worries)” underneath the Polaroid logo. This advertisment calls out Instagram on the confusing number of features that Instagram has made a part of our daily lives. Though this ment is focusing on getting away from social media, like the previous ad, it would be placed as an interactive web ad on various websites often visited by the TA.
PAGE 21 PAGE 21
Video Tactic Video Concept Storyboard
The target audience relates to ads with humor and unique use of product benefits. Bigfoot is a big attention getter as is scene in the popular beef jerky comercials. They can relate to posting on social media and the intended humor of the problem. The s to the right depict of a story of two friends out on a hike when they spot Bigfoot. One of them has a polaroid camera, the other has his phone. The video would show the phone failing to load any camera apps fast enough and the other friend is able to snap a shot with the Polaroid. The video continues showing the succesful friend at the bar showing off the photo and celebrating. The story demonstrates product benefits and stays on strategy to the big idea “Leave The Hashtags At Home”. The story has good form by drawing interest, creating tension or issue, and relieving the issue by resolving the problem.
PAGE 22 22 PAGE
1
2
3
4
5
6
7
PAGE 8 23 PAGE 23
SPECIAL EVENT Photo Bomb Event at ArtPrize 2016
Where:Grand Rapids, Michigan When: End of September thru middle of October, 2016 At the eighth annual ArtPrize competition Polaroid will have a 2 part special event that will include interactive locations throughout ArtPrize and downtown Grand Rapids.
Photo Booth
At popular sites throughout ArtPrize 2016 there will be giant, life-sized polaroid frames where people can step in and have their picture taken. These images will print instantly so that people may take their photographs with them. We will also keep a digital copy which (with their permission) will be posted to our website and may be used later in other advertising. These locations will also include the initial stage of our second interactive activity.
PAGE 24 24 PAGE
Polaroid DIY
Participants of ArtPrize 2016 have the opportunity to check out one of our instant cameras and take photographs of their ArtPrize experience. These photos will them be used in a giant installation at the Grand Rapids Art Museum, so that their experience and memories become a part of ArtPrize. Just as with the first event, if interested, participants can find their pictures on the polaroid website.
Justification
This event fulfills our objective in that it familiarizes consumers both in the target audience -- and even those who are not, with our brand, our product, and our campaign. The photo bomb event is a great way for people to truly experience why Polaroid instant cameras are such unique products. Our ArtPrize 2016 “photo bomb” event, takes what we enjoy about social media and brings it back into the real world for participants. We post our images to social media because we want to share our experiences with others. The photo bomb event proves that we can have that experience without losing with real people, places, and things.
PAGE 25 PAGE 25
PRINT TACTIC Magazine ment
PAGE 26 26 PAGE
Memories are very important to all of our lives. Polaroid cameras can capture instantaneous moments in life that will one day become our history. This magazine ment conveys the use of the Polaroid camera’s and how moments can be saved forever and become harder to be lost or forgotten. Without memories we would not be able to happily function and that is what is trying to be conveyed through this ment. By connecting with the reader (and thus the audience) through this image, it gives them an idea how important it is to realize just how precious life’s moments are and how they are all portrayed differently. By instantaneously grabbing the attention of the consumer, this ment promotes the capabilities that the can and does have with a Polaroid camera. No matter the state of “the cloud”, they’ll always have their photo
PAGE 27 PAGE 27
FROM:
TABLE OF CONTENTS
EXECUTIVE SUMMARY................................................... 3 CLIENT BACKGROUND, OBJECTIVE & MISSION....... 7 TARGET AUDIENCE......................................................... 11 IMC PLAN & PRINT EXECUTIONS................................. 15 Out Of Home Tactic #1 - Billboard......................18 Out Of Home Tactic #2 - Bus Wrapping...............19 Interactive Advertising Tactic- Web Ads.............20 Video Tactic - Sasquatch Storyboard..................22 Special Event - PhotoBomb at ArtPrize 2016.......24 Print Tactic - Print Magazine Ad...........................26
PAGE 1 PAGE 1
PAGE 2 2 PAGE
Executive Summary
PAGE 3 PAGE 3
PAGE 4 4 PAGE
EXECUTIVE SUMMARY
Polaroid has been around for decades and is well known for their instant cameras. Polaroid is now facing trouble of staying relevant in the digital age where people can retake images and have less need for physical photographs. Not only has digital technology been an issue for Polaroid but also social media. Research shows that most of the photos taken today are posted to social media. The target audience is females aged 18-35 years old. This age range reaches all millennials to young Gen Xers. This can be broken up to those who used Polaroid products in its popular era and still like them, and those who started to use them after. The target market uses social media but often out of necessity and does not take it’s use seriously. They are the counter-culter of the social media age. The target audience is educated, trendy, and has an appreciation for originality, even down to the photos they take. Based on consumer insight and research, we decided to base our big idea not around social media, but rather the alternative to it. We don’t want to shy away from the use of digital technology or social media, but instead poke fun at them. What stemmed from this big idea was the slogan of “Leave the Hashtags at home”. The idea would be to use the product benefits in unique ways to demonstrate the advantages over digital or social media. Though the slogan of “Leave the Hashtags at Home” is not in our ments directly, the slogan provided the framework for the creation of our ments. The goal of the campaign is to create new relevancey for Polaroid products, specifically those with instant printing capabilities, and better the position of Polaroid as a fun, hip, and trendy camera brand.
PAGE 5 PAGE 5
PAGE 6 6 PAGE
Client Background, Objective & Mission
PAGE 7 PAGE 7
The Client The Company
Founded in: 1937 Headquarters in: Minnetonka, Minnesota, U.S. CEO: Scott W. Hardy
The Product We chose the product line that used or incorporated the instant printing capability. This feature was the base on which this creative brief was created. Polaroid Snap Instant Digital Camera 10 megapixels Normal, black & white and vintage sepia tone MicroSD card indicator Self timer feature Image prints automatically 2x3” full color prints
Polaroid Z2300 Instant Digital Camera 10MP camera ZINK® Zero-ink printing 2x3” color photos 720p HD video 2.5” LCD screen 6x digital zoom
Polaroid Socialmatic Instant Digital Camera 14MP frontal camera 2MP rear camera 4.5” touchscreen 4GB internal storage TF/Micro SD card slot GPS, WiFi and Bluetooth 2” x 3” ZINK® instant printer
Polaroid OneStep SX-70 Instant Camera Instant color printing Auto-focus SX-70 integral film
Polaroid Pic-300 Instant Print Camera Instant printing Analog camera 2.1x3.4” color photos Compatible with PIF-300 Instant Film
Polaroid ZIP Instant Photoprinter
Print in less than 60 seconds. Compatible with ZINK Zero Ink Paper 2”x3” Smudge-proof photos with a sticky back for extra fun. Compact 2.91” x 4.72” size. Weighs only .41 lbs.
PAGE 8 8 PAGE
OBJECTIVE & MISSION
Our mission is to position Polaroid as the go to for instant photography and as the too cool counterculture camera. We will do this by fulfilling our objective of creating relevancey of the Polaroid brand to the target audience by 2017. This could be measured by sales in the year following the campaign launch.
PAGE 9 PAGE 9
PAGE 10 10 PAGE
Target Audience
PAGE 11 PAGE 11
PAGE 12 12 PAGE
TARGET AUDIENCE
Females ages 18-35 living in urban and suburban areas of North America. These s are middle to upper-middle class with education ranging from high school to undergraduate degree. These consumers are hip trendsetters and have counterculture intentions with social media. They would be considered Millennials to young Gen Xers. They use social media but do not depend on it, they don’t take it as seriously. The target audience sees themselves as individual, innovative, and creative. They tend to be somewhat artistically expressive and enjoy photography. They enjoy brands that demonstrate uniqueness and individuality. Some other brands they might be interested in are: Apple, Urban outfitters, American Apparel, Lush, and the many brands of craft beer.
PAGE 13 PAGE 13
PAGE 14 14 PAGE
Integrated Marketing Communications Plan & Print Executions
PAGE 15 PAGE 15
“LEAVE THE HASHTAGS AT HOME”
PAGE 16 16 PAGE
INTEGRATED MARKETING & COMMUNICATIONS PLAN (IMC) Out Of Home Tactic #1 - Billboard (page 20)
Out Of Home Tactic #2 - Bus Wrapping (page 21)
Interactive Advertising Tactic- Web Ads (pages 22 & 23)
Video Tactic - Sasquatch Storyboard (pages 24 & 25)
Special Event - “Snapshot” at ArtPrize 2016 (pages 26 & 27)
Print Tactic - Print Magazine Ad (Pages 28 & 29)
IMC JUSTIFICATION
The target audience might be on social media, but they aren’t consumed by its usage. They do not follow their generational norms. They are artistic individuals who go against the grain. That is why we created the idea behind the IMC plan of “Leave The Hashtags At Home”. The idea was to play off the hip and retro aspects of Polaroid while demonstrating the product’s benefits vs. it’s competitors (social and digital). While using the fun and witty messaging strategy, we hope to speak to the audience in a manner that is persuasive and creates relevancy for the polaroid brand.
PAGE 17 PAGE 17
OUT OF HOME (OOH) ADVERTISING Billboard
You Can’t Lose These In The Cloud
This billboard highlights the creative side of photography and showcases some of the things you can do with instant photography. To the right of the billboard shows a collaboration of Polaroid photos that create one image. Also, the newer version of Polaroid digital cameras is shown on the billboard (to the left) to grab the attention of potential consumers. The copy at the bottom reads, “You can’t lose these in the cloud.” This signifies that once you take the Polaroid picture you physically have access to the photo and don’t have to worry about losing your memories due to a technological issue. But Polaroid wants to keep the TA peace-of-mind at heart, so the cameras also have built in digital storage in the case the printed phot were lost.
PAGE 18 18 PAGE
Bus Wrapping
The bus wrapping will a have high potential to make an impression on our target market while they are out and about in larger, metropolitan cities where public transportation is available. The wrapping itself is a scene of six birds perched on a branch. Around the birds is a Polaroid frame; the picture outside of the frame is blurry and gray. The copy says, “Leave the tweeting to the birds.” This encourages s to take photos with their polaroid camera, and, instead of immediately posting it to social media, save the picture and share it with friends personally.
PAGE 19 PAGE 19
Interactive Tactic Web ments
This ment follows the theme of rebelling against the norm of social media. Focusing specifically on Facebook, the add uses the simple copy of “It doesn’t matter who likes your photo as long as you do” underneath the Polaroid logo. This makes the suggestion that there is more to the TA’s photos than the usual drive to get Facebook “likes”. Though this ment is focusing on getting away from social media, it would be placed as an interactive web ad on various websites often visited by the TA including those closely related to social media.
PAGE 20 20 PAGE
This ment, like the previous ad, follows the theme of rebelling against the norm of social media. Focusing this time on Instagram, the ment uses the copy of “No hashtags. No filters. No tagging. (No worries)” underneath the Polaroid logo. This advertisment calls out Instagram on the confusing number of features that Instagram has made a part of our daily lives. Though this ment is focusing on getting away from social media, like the previous ad, it would be placed as an interactive web ad on various websites often visited by the TA.
PAGE 21 PAGE 21
Video Tactic Video Concept Storyboard
The target audience relates to ads with humor and unique use of product benefits. Bigfoot is a big attention getter as is scene in the popular beef jerky comercials. They can relate to posting on social media and the intended humor of the problem. The s to the right depict of a story of two friends out on a hike when they spot Bigfoot. One of them has a polaroid camera, the other has his phone. The video would show the phone failing to load any camera apps fast enough and the other friend is able to snap a shot with the Polaroid. The video continues showing the succesful friend at the bar showing off the photo and celebrating. The story demonstrates product benefits and stays on strategy to the big idea “Leave The Hashtags At Home”. The story has good form by drawing interest, creating tension or issue, and relieving the issue by resolving the problem.
PAGE 22 22 PAGE
1
2
3
4
5
6
7
PAGE 8 23 PAGE 23
SPECIAL EVENT Photo Bomb Event at ArtPrize 2016
Where:Grand Rapids, Michigan When: End of September thru middle of October, 2016 At the eighth annual ArtPrize competition Polaroid will have a 2 part special event that will include interactive locations throughout ArtPrize and downtown Grand Rapids.
Photo Booth
At popular sites throughout ArtPrize 2016 there will be giant, life-sized polaroid frames where people can step in and have their picture taken. These images will print instantly so that people may take their photographs with them. We will also keep a digital copy which (with their permission) will be posted to our website and may be used later in other advertising. These locations will also include the initial stage of our second interactive activity.
PAGE 24 24 PAGE
Polaroid DIY
Participants of ArtPrize 2016 have the opportunity to check out one of our instant cameras and take photographs of their ArtPrize experience. These photos will them be used in a giant installation at the Grand Rapids Art Museum, so that their experience and memories become a part of ArtPrize. Just as with the first event, if interested, participants can find their pictures on the polaroid website.
Justification
This event fulfills our objective in that it familiarizes consumers both in the target audience -- and even those who are not, with our brand, our product, and our campaign. The photo bomb event is a great way for people to truly experience why Polaroid instant cameras are such unique products. Our ArtPrize 2016 “photo bomb” event, takes what we enjoy about social media and brings it back into the real world for participants. We post our images to social media because we want to share our experiences with others. The photo bomb event proves that we can have that experience without losing with real people, places, and things.
PAGE 25 PAGE 25
PRINT TACTIC Magazine ment
PAGE 26 26 PAGE
Memories are very important to all of our lives. Polaroid cameras can capture instantaneous moments in life that will one day become our history. This magazine ment conveys the use of the Polaroid camera’s and how moments can be saved forever and become harder to be lost or forgotten. Without memories we would not be able to happily function and that is what is trying to be conveyed through this ment. By connecting with the reader (and thus the audience) through this image, it gives them an idea how important it is to realize just how precious life’s moments are and how they are all portrayed differently. By instantaneously grabbing the attention of the consumer, this ment promotes the capabilities that the can and does have with a Polaroid camera. No matter the state of “the cloud”, they’ll always have their photo
PAGE 27 PAGE 27
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