CREATIVE BRIEF BY:

EMMA CALDWELL | AUSTIN ECCLETON | ANDREW JUODAWLKIS | ZACK SMITH | COURTNEY VERHAGE

FROM:

TABLE OF CONTENTS

EXECUTIVE SUMMARY................................................... 3
CLIENT BACKGROUND, OBJECTIVE & MISSION....... 7
TARGET AUDIENCE......................................................... 11
IMC PLAN & PRINT EXECUTIONS................................. 15
Out Of Home Tactic #1 - Billboard......................18
Out Of Home Tactic #2 - Bus Wrapping...............19
Interactive Advertising Tactic- Web Ads.............20
Video Tactic - Sasquatch Storyboard..................22
Special Event - PhotoBomb at ArtPrize 2016.......24
Print Tactic - Print Magazine Ad...........................26

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Executive Summary

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EXECUTIVE SUMMARY

Polaroid 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 technology 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 millennials to young Gen Xers. This can be broken up to those who used Polaroid products 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 its 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 dont 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 Client
The Company

Founded in: 1937

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

The Product
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 Snap Instant Digital Camera
10 megapixels
Normal, black & white and vintage sepia tone
MicroSD card indicator
Self timer feature
Image prints automatically
2x3 full color prints

Polaroid Z2300 Instant Digital Camera

10MP camera
ZINK Zero-ink printing
2x3 color photos
720p HD video
2.5 LCD screen
6x digital zoom

Polaroid Socialmatic Instant Digital Camera

14MP frontal camera
2MP rear camera
4.5 touchscreen
4GB internal storage
TF/Micro SD card slot
GPS, WiFi and Bluetooth
2 x 3 ZINK instant printer

Polaroid OneStep SX-70 Instant Camera

Instant color printing
Auto-focus
SX-70 integral film

Polaroid Pic-300 Instant Print Camera

Instant printing
Analog camera
2.1x3.4 color photos
Compatible with PIF-300 Instant Film

Polaroid ZIP Instant Photoprinter

Print in less than 60 seconds.

Compatible with ZINK Zero Ink Paper 2x3
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 & MISSION

Our 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 relevancey 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 AUDIENCE

Females 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 undergraduate 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 media but do not depend on it, they dont take it as seriously. The target audience sees
themselves as individual, innovative, and creative. They tend to be somewhat artistically 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 HASHTAGS

AT 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 JUSTIFICATION

The target audience might be on social media, but they arent

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 products
benefits vs. its 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) ADVERTISING

Billboard

You Cant 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 cant lose these in the cloud.
This signifies that once you take the Polaroid picture you physically have access to the
photo and dont 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 market while they are out and about in larger, metropolitan cities where public transportation 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 Tactic
Web 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 doesnt matter
who likes your photo as long as you do underneath the Polaroid logo. This makes the
suggestion that there is more to the TAs 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 interactive web ad on various websites often visited by the TA.

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Video Tactic
Video Concept Storyboard

The target audience relates to ads with humor and unique use of product benefits. Bigfoot 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

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SPECIAL EVENT
Photo Bomb Event at ArtPrize 2016

Where:Grand Rapids, Michigan

When: End of September thru middle of October, 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.

Photo Booth

At 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 interactive activity.

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Polaroid DIY

Participants of ArtPrize 2016 have the opportunity to check out one of our instant cameras 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, participants can find their pictures on the polaroid website.

Justification

This event fulfills our objective in that it familiarizes consumers both in the target audience -- 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 instant 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 instantaneous moments in life that will one day become our history. This magazine advertisement conveys the use of the Polaroid cameras 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 lifes moments 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, theyll
always have their photo

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