Reaching Gen Y and Getting Old Skool Results
Fujifilm’s Z line of digital camera were designed to fit the lifestyle of fashion conscious Gen Y. However Fujifilm had never targeted these consumers and needed an effective program to get the word out.
The Off Z Hook program recognized that the audience loves being online but also lives offline. It utilized online components to entice consumer engagement, including a custom website with a video submission contest and a grand prize of Spring Break for 10; weekly product giveaways and special incentives to join the Z Facebook community.
Offline Fujifilm went directly to campuses via sponsorship with MTV and a viral poster campaign that reached into colleges out of MTV’s range. The digital program was launched in August to support sell-in to retailers as well as launch sales, with a build up through the critical 4th quarter selling season.
Results exceeded all expectations as the Fujifilm Z line could be found in all major retailers and in-store sales surpassed all program goals. The online program has continued for its second successful year.
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Services
Digital Strategy/Program Development
Online Advertising
Online Media Planning
Website Creation
Technology
Paid Search
Direct Marketing
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Awarded
Electronics Standard of Excellence
Web Marketing Association’s WebAward
Award of Distinction
IAVA Communicator Awards
