CAMPAIGN MEDIA AWARDS 1998: Best International Campaign - Polaroid, live for the moment

Polaroid, live for the moment

Polaroid, live for the moment

The campaign, designed to position Polaroid as a ’social lubricant’, has

been implemented in 19 countries across Europe. The media strategy

identified ideal moments to reach young people before they go out to

enjoy themselves - primarily towards the weekend and in the early

evening. TV schedules were focused towards weekends, concentrating on

specific time bands and specific programmes. In France, initially, a

different TV buying strategy gave poorer results and was changed to

bring it into line.


To communicate a global change of image, frequent business travellers

were reached using an international mix, including sites at 15 airports,

in-flight publications, as well as trade magazines and outdoor.


Taking the Nokia brand to a wider audience than just high-fliers, the

media included carefully tailored TV with informative print ads as

support, sponsorship of the FIS freestyle skiing championships and

internet activity.


Title: Polaroid, live for the moment

Media Agency: Motive Communications

Media Director: Iain Jacob

International Media Manager: Xuan Le

Creative Agency: Bartle Bogle Hegarty

Creative Director: John Hegarty

Account Director: Ali Diamond

Account Planner: Karen Hand

Client: Polaroid

Brand/Product: Polaroid film and cameras

Marketing Director, Europe: Peter Brown


Title: Financial Times

Media Agency: BJK&E Media

Managing Director: Mark Patterson

Creative Agency: Delaney Fletcher Bozell

Creative Director: Greg Delaney

Account Director: Kate Whitehead

Client: Financial Times

Brand/Product: Financial Times

Marketing Director: Gordon Willoughby

Brand Manager: Peter Lewis


Title: Nokia 6110 launch

Media Agency: MediaCom IS&C

Media Director: David McMurtrie

International Media Manager: Jamie Galloway

Creative Agency: SEK & Grey

Account Director: Tuulikki Vaisanen

Client: Nokia Mobile Phones

Brand/Product: Nokia 6110

Marketing Director: Heikki Norta.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).