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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