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.
