Brand Managers: Cahing-Ling Wu, Jennie Anderson. Strategist: Justin Gamero. AD: Julia Veinberg. CW: Nathan Totten. Creative Technology: Andrew Dayberry.

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

Target16-24 years olds who enjoy socializing and being the

center of attention.

ObjectiveTo build awareness of Polaroidʼs PoGo digital camera amongst 16-24 years olds by June 2009

Executive Summary

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)

• That there is a cool factor in sharing this technology with friends

• That they realize instant printing is the aspect of the digital camera that has been missing

What do we know about the target?They…

• are independent from their parents and are the master of how they

spend their free time

• are still trying to figure out how they fit in socially and seek acceptance.

• are social butterflies

• live in the moment and enjoy spontaneity

• want to make their mark on the world and they know that they can.

What do we know about how the target reacts to various media and types of communications?

• Prefer a pull strategy

• Tend to be more cynical of advertising than older generations

• View and create consumer generated content

• Tend to be more technologically savvy than older generations

• 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

• Visually and socially engaging campaigns

• Non-intrusive/opt-in communications

• The communications need to offer them a benefit

StrategyEmphasize the benefits of having a hard-copy picture

Potential Creative Jumping Points

• Digital photos can disappear into a black hole

• When the world has become all 1’s and 0’s, what is left in your world?

• There is more value in a physical picture then a digital picture

• Polaroids are social

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 post-

campaign 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

• 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

• The number of times people visit the website