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.