Fujifilm Cameras & Imaging Equipment B2C, B2B
Innovative Products and Creative Advertising Differentiate the Brand, Sales Up ⇧ 13%
Background Despite marketing a variety of digital products and services, FujiFilm was perceived as little more than an out-of-touch film company. Years of advertising which equated ‘‘Fuji’’ with ‘‘film’’ was creating a drag on the company's efforts and sales were down. ‘‘We have simply got to re-position FujiFilm as a communications company,’’ Fuji’s VP Advertising J. Rutherford told Claudia Deutsch of the New York Times.
FujiFilm XP 140
Opportunity FujiFilm had targeted early adopters for years, historically a smaller predominantly male target. But digital photography was now easier and more convenient and affordable than ever. Research showed that women - especially moms 25-44 - spent the most time taking and maintaining family photos.
FujiFilm GFX 50S
Approach We developed a humorous integrated campaign which revolved around a young family full of loveable recognizable "characters" - a hair-brained loving mom, a gruff dad with enormous heart, a goofy teen son and a wise-beyond-her-years tween daughter. Each commercial featured the family experiencing humorous photo-worthy moments and demonstrated one or two key benefits of FujiFilm's innovative digital cameras including e.g., ease-of-use, on-board editing and amazingly clear and vivid photos.
FujiFilm X T30 2
We developed separate campaigns targeting professional photographers featuring wildly creative and breathtaking photos taken by up-and-coming and well-known pros.
Outcome FujiFilm management deemed both consumer and professional campaigns successful. By the end of the first consumer campaign sales had increased an average of 13% YOY across retail (mass merch., big box and specialty photography) channels. One of our TV spots received “Best Of” praise in Adweek.
Agency McCann (formerly ATH)