Be Part of the Seen - Fuji z10fd
Client Fujifilm | Agency Soup | My Role Concept, Pitch, Creative Direction, Art Direction, Design
The Z10fd was different from Fujifilm’s other products as it was specifically targeted at young, fashion conscious users. We also had an aggressive sales target of 100,000 units in the run up to Christmas.
The idea for the ‘Be Part of the Seen’ campaign was born out of an article I read about Maddy Morley, the 15 year old daughter of a music journalist who got to see gigs and events other 15 year olds could only dream of. Working with credible young people like Maddy who could use the camera to bring their experiences to life through images and stories on a community using some of the more innovative features of the camera would enforce the product proposition of being ‘the hottest camera to be seen with this year’.
We created an integrated digital campaign offering the audience a chance to win tickets to an exclusive Patrick Wolf gig as well as Z10 products. The campaign focused around a Facebook sponsored-group page (the second ever in the UK) and was supported by an online advertising campaign that ran across Facebook itself – through two roadblocks plus monthly message blasts – plus NME, MSN and Yahoo.
To ensure the Z10fd sponsored Facebook page had real interest, longevity and stickiness we also signed up three Fuji Z10fd ‘ambassadors’, all individuals who are well-known to the audience and respected for their various skills and lifestyles. We chose cult Free-runner ‘Sticky’, fashion and music photographer Camille Bennett and DJ/Celebrity Fifi Brown. They all added weekly blogs and exclusive photographs to the Facebook page for the campaign duration. Their own pages developed threads of feedback and a groundswell of interest in the gig and the camera.
At its peak the Fujifilm/Patrick Wolf site acquired 3,030 members – all debating what makes them a true fan, talking about the camera’s appearance in Vogue, posting hundreds of photos and creating their own community around the Z10fd.
Through its retail partners and with some online sales through Amazon, Fuji sold the target number of 100,000 units.
The Z10fd was different from Fujifilm’s other products as it was specifically targeted at young, fashion conscious users. We also had an aggressive sales target of 100,000 units in the run up to Christmas.
The idea for the ‘Be Part of the Seen’ campaign was born out of an article I read about Maddy Morley, the 15 year old daughter of a music journalist who got to see gigs and events other 15 year olds could only dream of. Working with credible young people like Maddy who could use the camera to bring their experiences to life through images and stories on a community using some of the more innovative features of the camera would enforce the product proposition of being ‘the hottest camera to be seen with this year’.
We created an integrated digital campaign offering the audience a chance to win tickets to an exclusive Patrick Wolf gig as well as Z10 products. The campaign focused around a Facebook sponsored-group page (the second ever in the UK) and was supported by an online advertising campaign that ran across Facebook itself – through two roadblocks plus monthly message blasts – plus NME, MSN and Yahoo.
To ensure the Z10fd sponsored Facebook page had real interest, longevity and stickiness we also signed up three Fuji Z10fd ‘ambassadors’, all individuals who are well-known to the audience and respected for their various skills and lifestyles. We chose cult Free-runner ‘Sticky’, fashion and music photographer Camille Bennett and DJ/Celebrity Fifi Brown. They all added weekly blogs and exclusive photographs to the Facebook page for the campaign duration. Their own pages developed threads of feedback and a groundswell of interest in the gig and the camera.
At its peak the Fujifilm/Patrick Wolf site acquired 3,030 members – all debating what makes them a true fan, talking about the camera’s appearance in Vogue, posting hundreds of photos and creating their own community around the Z10fd.
Through its retail partners and with some online sales through Amazon, Fuji sold the target number of 100,000 units.