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.



FINANCIAL TIMES



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.



NOKIA, 6110 LAUNCH



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.



WINNER



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



COMMENDATION



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



COMMENDATION



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).