Creative Brief
The back story
Fujifilm Holdings Corporation, based in Tokyo, Japan is a Japanese photographic and imaging company that was established on 20 January 1934. FujiFilm used to be the market leaders in the late 20th century. During the nineties, while digital cameras were on the rise, FujiFilm didn’t ignore them. The company was continuing to sell digital cameras during that time and was even one of the leader in this field. But film photography saw a sharp decline around the year 2005 but before that happened FujiFilm has diversified their business into different segments including Imaging solutions, Health care & Material solutions, document solutions.
What's the challenge?
- Fujifilm has lost it’s opportunity to become the market leader for Photography during the rise of digital camera, the reason being Fujifilm focused on new markets rather than focusing on developing newer digital camera. It was until 2012 that they turn their heads back into the photography industry.
- Consumer are not aware of this brand, even if they are aware it is not top of mind awareness. They would prefer to purchase the bigger photography brands like Canon, Sony and Nikon. The challenge for FujiFilm is to establish brand awareness in the consumer’s mind.
- Fujifilm mirrorless camera are one of the compact camera brands in the market that offers uncompromised experience from professional grade cameras. How can Fujifilm gain the attention back from the consumer by showing off the experience and the outcome of the camera?
- Fujifilm has always been the best in class of aps-c sensors cameras, how can Fujifilm promote their aps-c mirrorless cameras?
- Taking great quality pictures with Fujifilm allows you to have that moment of proudness. So how can Fujifilm associate themselves with that moment of proudness.
Who are we talking to?
Young adults who are aged from 18-35 years old who has expectations for photography. They are outgoing people and has photography as a hobby, and they usually spends their free time wandering around unique places for photography. When it comes to budget, they have a standard budget but also have a higher expectation for the camera quality. The people in this group are also active in social media.
Things to think about
Targeting the correct audience
Fujifilm stands in the middle ground in the camera world, it is not a professional camera but at the same time it is not a basic camera for beginners. It has features and function that can stimulate a professional grade camera, but easy enough for everyone to use.
Emotional connection
FujiFilm can raise brand awareness by influencing the consumers through emotional connection. Confidence is one of the main components to take a good picture, without confidence one may feel self conscious on the quality of pictures they took.
Friends and family
Taking picture are usually more interesting with a group of people, whether its a group of friends or your family. Fujifilm wants to capture the moment when you are hanging out with your precious one, so the moment last forever in your fujifilm.
The important stuff
What to expect:
- 5 mediums
- Social media ads, magazine ads, newsletter ads, special ads and flyer ads
- All submit in jpeg format on Wix website.
Creative Strategy
Advertising Objective
To increase the brand awareness and encourage customer to switch to Fujifilm mirrorless cameras and increase sales up to 10% malaysian market in Q1 2021.
Target Audience
Demographic:
- 18-35 Years Old.
- Female and Male.
- Middle class Upper Middle Class, Lower Middle Class, Working Class.
- Urban, metropolitan.
- College Student, Undergrad, Postgrad.
- Couple, Married, Single.
Psychographic:
- Outgoing person and has photography as a hobby.
- Enjoys vacation and free time wandering around unique places for photography.
- Has only a standard budget but higher expectation.
- Uses video feature occasionally for capturing moments or events in their lifetime .
- Active in Social Medias.
- Has certain expectations for photography/videography, prefers camera quality with interchangeable-lens than phone quality.
- Does not want to invest too much into this photography hobby (Rm6k+).
Consumer Insights on APSC cameras
"Can be made smaller and lighter and therefore more affordable."
"Has more depth of field."
"Lenses are smaller and lighter."
"Cheap selections of camera gears."
"Wider selections of lenses from aps-c and full frame."
"Some offers strong video performance."
"Bad low light performance."
"More Depth of Field."
"X1.6 Cropped images compared to full-frame format."
"Less selection in wide-angle focal lengths compared to full-frame cameras."
Consumer Proposition
“Fujifilm camera helps you take pictures confidently and easily”
Tone & Manner
Innovative, inspiring, happiness, confident, friendly, humorous, emotional
Big Idea
Fujifilm is able to boost your self confidence by showing off the work that it can produce.
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