CREATIVE BRIEF BY:EMMA CALDWELL | AUSTIN ECCLETON | ANDREW JUODAWLKIS | ZACK SMITH | COURTNEY VERHAGE

FROM:

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TABLE OF CONTENTSEXECUTIVE SUMMARY...................................................

CLIENT BACKGROUND, OBJECTIVE & MISSION.......

TARGET AUDIENCE.........................................................

IMC PLAN & PRINT EXECUTIONS.................................

Out Of Home Tactic #1 - Billboard...................... Out Of Home Tactic #2 - Bus Wrapping............... Interactive Advertising Tactic- Web Ads............. Video Tactic - Sasquatch Storyboard.................. Special Event - PhotoBomb at ArtPrize 2016....... Print Tactic - Print Magazine Ad...........................

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Executive Summary

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EXECUTIVE SUMMARYPolaroid has been around for decades and is well known for their instant cameras.

Polaroid is now facing trouble of staying relevant in the digital age where people can

retake images and have less need for physical photographs. Not only has digital tech-nology been an issue for Polaroid but also social media. Research shows that most of

the photos taken today are posted to social media.

The target audience is females aged 18-35 years old. This age range reaches all mil-lennials to young Gen Xers. This can be broken up to those who used Polaroid prod-ucts in its popular era and still like them, and those who started to use them after. The

target market uses social media but often out of necessity and does not take it’s use

seriously. They are the counter-culter of the social media age. The target audience is educated, trendy, and has an appreciation for originality, even down to the photos

they take.

Based on consumer insight and research, we decided to base our big idea not around

social media, but rather the alternative to it. We don’t want to shy away from the use of digital technology or social media, but instead poke fun at them. What stemmed from this big idea was the slogan of “Leave the Hashtags at home”. The idea would be to use the product benefits in unique ways to demonstrate the advantages over digital or social media. Though the slogan of “Leave the Hashtags at Home” is not in our advertisements directly, the slogan provided the framework for the creation of

our advertisements. The goal of the campaign is to create new relevancey for Polaroid

products, specifically those with instant printing capabilities, and better the position of Polaroid as a fun, hip, and trendy camera brand.

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Client Background,

Objective

& Mission

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The ClientThe Company

Founded in: 1937Headquarters in: Minnetonka, Minnesota, U.S.CEO: Scott W. Hardy

The Product

Polaroid Snap Instant Digital Camera

10 megapixelsNormal, black & white and vintage sepia toneMicroSD card indicatorSelf timer featureImage prints automatically2x3” full color prints

We chose the product line that used or incorporated the instant printing capability. This feature was the base on which this creative brief was created.

Polaroid Z2300 Instant Digital Camera10MP cameraZINK® Zero-ink printing2x3” color photos720p HD video2.5” LCD screen6x digital zoom

Polaroid Socialmatic Instant Digital Camera

14MP frontal camera2MP rear camera4.5” touchscreen4GB internal storageTF/Micro SD card slotGPS, WiFi and Bluetooth2” x 3” ZINK® instant printer

Polaroid OneStep SX-70 Instant CameraInstant color printingAuto-focusSX-70 integral film

Polaroid Pic-300 Instant Print CameraInstant printingAnalog camera2.1x3.4” color photosCompatible with PIF-300 Instant Film

Polaroid ZIP Instant Photoprinter

Print in less than 60 seconds.Compatible with ZINK Zero Ink Paper 2”x3”Smudge-proof photos with a sticky back for extra fun.Compact 2.91” x 4.72” size.Weighs only .41 lbs.

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OBJECTIVE & MISSIONOur mission is to position Polaroid as the go to for instant photography and as the too

cool counterculture camera. We will do this by fulfilling our objective of creating rele-vancey of the Polaroid brand to the target audience by 2017. This could be measured by sales in the year following the campaign launch.

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Target Audience

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TARGET AUDIENCEFemales ages 18-35 living in urban and suburban areas of North America. These users are middle to upper-middle class with education ranging from high school to under-graduate degree.

These consumers are hip trendsetters and have counterculture intentions with social

media. They would be considered Millennials to young Gen Xers. They use social me-dia but do not depend on it, they don’t take it as seriously. The target audience sees

themselves as individual, innovative, and creative. They tend to be somewhat artistical-ly expressive and enjoy photography. They enjoy brands that demonstrate uniqueness and individuality. Some other brands they might be interested in are: Apple, Urban

outfitters, American Apparel, Lush, and the many brands of craft beer.

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Integrated Marketing

Communications Plan

&

Print Executions

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“LEAVE THE HASHTAGSAT HOME”

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INTEGRATED MARKETING

& COMMUNICATIONS PLAN (IMC)Out Of Home Tactic #1 - Billboard (page 20)Out Of Home Tactic #2 - Bus Wrapping (page 21)Interactive Advertising Tactic- Web Ads (pages 22 & 23)Video Tactic - Sasquatch Storyboard (pages 24 & 25)Special Event - “Snapshot” at ArtPrize 2016 (pages 26 & 27)Print Tactic - Print Magazine Ad (Pages 28 & 29)

IMC JUSTIFICATIONThe target audience might be on social media, but they aren’t

consumed by its usage. They do not follow their generational

norms. They are artistic individuals who go against the grain.

That is why we created the idea behind the IMC plan of “Leave

The Hashtags At Home”. The idea was to play off the hip and retro aspects of Polaroid while demonstrating the product’s

benefits vs. it’s competitors (social and digital). While using the fun and witty messaging strategy, we hope to speak to the

audience in a manner that is persuasive and creates relevancy

for the polaroid brand.

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OUT OF HOME (OOH) ADVERTISINGBillboard

                                                             

You  Can’t  Lose  These  In  The  Cloud  

This billboard highlights the creative side of photography and showcases some of the things you can do with instant photography. To the right of the billboard shows a collaboration of Polaroid photos that create one image. Also, the newer version of Polaroid digital cameras is shown on the billboard (to the left) to grab the attention of potential consumers. The copy at the bottom reads, “You can’t lose these in the cloud.” This signifies that once you take the Polaroid picture you physically have access to the photo and don’t have to worry about losing your memories due to a technological issue. But Polaroid wants to keep the TA peace-of-mind at heart, so the cameras also have built in digital storage in the case the printed phot were lost.

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Bus Wrapping

The bus wrapping will a have high potential to make an impression on our target mar-ket while they are out and about in larger, metropolitan cities where public transpor-tation is available. The wrapping itself is a scene of six birds perched on a branch. Around the birds is a Polaroid frame; the picture outside of the frame is blurry and gray. The copy says, “Leave the tweeting to the birds.” This encourages users to take photos with their polaroid camera, and, instead of immediately posting it to social media, save the picture and share it with friends personally.

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Interactive TacticWeb Advertisements

This advertisement follows the theme of rebelling against the norm of social media. Focusing specifically on Facebook, the add uses the simple copy of “It doesn’t matter who likes your photo as long as you do” underneath the Polaroid logo. This makes the suggestion that there is more to the TA’s photos than the usual drive to get Facebook “likes”. Though this advertisement is focusing on getting away from social media, it would be placed as an interactive web ad on various websites often visited by the TA including those closely related to social media.

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This advertisement, like the previous ad, follows the theme of rebelling against the norm of social media. Focusing this time on Instagram, the advertisement uses the copy of “No hashtags. No filters. No tagging. (No worries)” underneath the Polaroid logo. This advertisment calls out Instagram on the confusing number of features that Instagram has made a part of our daily lives. Though this advertisement is focusing on getting away from social media, like the previous ad, it would be placed as an interac-tive web ad on various websites often visited by the TA.

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Video TacticVideo Concept StoryboardThe target audience relates to ads with humor and unique use of product benefits. Big-foot is a big attention getter as is scene in the popular beef jerky comercials. They can relate to posting on social media and the intended humor of the problem. The panels to the right depict of a story of two friends out on a hike when they spot Bigfoot. One of them has a polaroid camera, the other has his phone. The video would show the phone failing to load any camera apps fast enough and the other friend is able to snap a shot with the Polaroid. The video continues showing the succesful friend at the bar showing off the photo and celebrating. The story demonstrates product benefits and stays on strategy to the big idea “Leave The Hashtags At Home”. The story has good form by drawing interest, creating tension or issue, and relieving the issue by resolving the problem.

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Panel 1 Panel 2

Panel 3 Panel 4

Panel 5 Panel 6

Panel 7 Panel 8

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SPECIAL EVENT

Photo Bomb Event at ArtPrize 2016

At the eighth annual ArtPrize competition Polaroid will have a 2 part special event that will include interactive locations throughout ArtPrize and downtown Grand Rapids.

Where:Grand Rapids, MichiganWhen: End of September thru middle of October, 2016

Photo BoothAt popular sites throughout ArtPrize 2016 there will be giant, life-sized polaroid frames where people can step in and have their picture taken. These images will print instantly so that people may take their photographs with them. We will also keep a digital copy which (with their permission) will be posted to our website and may be used later in other advertising. These locations will also include the initial stage of our second inter-active activity.

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Polaroid DIYParticipants of ArtPrize 2016 have the opportunity to check out one of our instant cam-eras and take photographs of their ArtPrize experience. These photos will them be used in a giant installation at the Grand Rapids Art Museum, so that their experience and memories become a part of ArtPrize. Just as with the first event, if interested, par-ticipants can find their pictures on the polaroid website.

JustificationThis event fulfills our objective in that it familiarizes consumers both in the target audi-ence -- and even those who are not, with our brand, our product, and our campaign. The photo bomb event is a great way for people to truly experience why Polaroid in-stant cameras are such unique products. Our ArtPrize 2016 “photo bomb” event, takes what we enjoy about social media and brings it back into the real world for participants. We post our images to social media because we want to share our experiences with others. The photo bomb event proves that we can have that experience without losing contact with real people, places, and things.

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PRINT TACTIC

Magazine Advertisement

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Memories are very important to all of our lives. Polaroid cameras can capture instan-taneous moments in life that will one day become our history. This magazine adver-tisement conveys the use of the Polaroid camera’s and how moments can be saved forever and become harder to be lost or forgotten. Without memories we would not be able to happily function and that is what is trying to be conveyed through this advertisement. By connecting with the reader (and thus the audience) through this image, it gives them an idea how important it is to realize just how precious life’s mo-ments are and how they are all portrayed differently. By instantaneously grabbing the attention of the consumer, this advertisement promotes the capabilities that the user can and does have with a Polaroid camera. No matter the state of “the cloud”, they’ll always have their photo