Campaign: Launch of Fujifilm Fine Pix Z10fd
Client: Fujifilm UK
PR Team: Golden Goose PR
Timescale: August - December 2007
To position the Fujifilm FinePix Z10fd as the perfect 'social gadget'. To increase awareness among the 16- to 25-year-old target market.
Strategy and plan
Today's 16- to 25-year-olds are immersed in social networking, so GGPR and Soup focused on Facebook, and created a 'Be Part Of The 'Seen" group.
The agencies then chose musician Patrick Wolf to back the campaign. It coincided with Wolf's tour, so he kept fans posted through his blog, which included behind-the-scenes photos.
Fans of Wolf were invited to join the group and in doing so were entered into a competition to win tickets to a private gig at London's Grill Room. More than 40 competition winners attended alongside the music and showbiz press.
Sticky, a free runner from London, was also signed up and was asked to run a number of British landmarks and record it in a photo blog. Other ambassadors included fashion graduate Camille Benett (daughter of photographer Dave Benett), who reported from London Fashion Week. Each was given a FinePix Z10fd and asked to create a photo blog. GGPR also targeted lifestyle media, positioning the FinePix Z10fd as a 'must buy' Christmas gift.
Measurement and evaluation
The Patrick Wolf gig secured showbiz coverage in The Sun, The Mirror and The Daily Star as well as Mojo, New Woman, London Lite, thelondonpaper and T3. Interviews with Patrick Wolf were set up with The Guardian, The Independent, Metro and Sunday Times Style.The camera also appeared in over 35 titles including Heat, Grazia, FHM, Esquire, Loaded, Red, Marie Claire, Homes and Gardens, Live, Shortlist, Daily Mail, Times, Independent, Express and Sunday Times.
The FinePix Z10fd exceeded all sales forecasts and sold 100,000 in three months. The campaign embraced an entirely new audience, bringing Fujifilm to the youth scene. Membership of the Facebook group exceeded 3,000.