Bring life, to life through photographic print
Our challenge… Over 1.2 trillion photos will be taken, globally this year, alone. Over 87% of those, will be taken on a mobile phone. Only 43% of people will actually print them.
Our campaign idea was ‘Life brought to life by Fujifilm’ the campaign captured great moments in life, brought to life by printing with a Fujifilm product and set in an aspirational lifestyle.
We created four categories of promotion; product messaging, occasion led e.g. Mother’s day, target audience specific e.g. dog lovers and seasonal promotions such as Christmas.
Each piece of communication, opens with the campaign strapline, followed by a ‘lifeline’ headline related to the specific promotion e.g. ‘It’s a wonderful life’ for Christmas gifts.
A key selling touchpoint was the in store kiosks the campaign inspired customers to print their images across more products.
We created a marketing toolkit for Fujifilm’s retailers to help bring their sales to life. The kit box included a desktop calendar of what they should be promoting, when and which comms to use alongside.
The kit also included a range of supporting materials to help promote their print products, such as: posters, photo wallet leaflets, POS stands and counter top POS.
A set of brand campaign guidelines were developed to help Fujifilm maintain consistency of messaging for future extension and adoption of the campaign across Europe.