FUJIFILM - INSTAX Instant Cameras

In a world of wearable health technology and face-recognition banking, what could possibly be driving this analog instant photography market? How can such a dated piece of technology have any appeal in this IoT world, let alone be such a critically important and financially successful piece of business for FUJIFILM? We took a deep dive and discovered it just so happened that the largest consumer demographic in recent years took a liking to instant photography… the Millennials. By really looking at this unique consumer group we learned the Millennials absolutely fell in love with the concept of instant photography. In response to their technological surroundings, we learned they have distinctly different behaviors, values, and attitudes. To them, instant photography was new, it was different. There was something utterly appealing about the permanence of an instant picture. Personalities connected and cosmic synergies aligned between consumer and product. This consumer group not only “discovered” INSTAX cameras; they embraced this product as their own. Having a comprehensive understanding of this consumer group was paramount to the success of our creative exploration and ultimately the brand and marketing development.

Project Details: Brand Development, Integrated Marketing Communications, POS, Tradeshow, Advertisements, Email Campaign