Agency: Ogilvy Germany
Digital camera company FujiFilm launches its largest TV advertising campaign ever in May. It has invested in a two month long, £2m, multi-media advertising campaign to launch its summer FinePix camera models – the XP30 and the F500 series.
The campaign will be seen on television, in print and, for the first time in Fujifilm history, with video on demand platforms. The multi-channel approach will see Fujifilm reach over 78% of the UK population.
The summer campaign hits the UK in two phases. The first phase commences on May 28, with the XP30 featuring in TV advertising, created by Ogilvy Germany, in the Champions League final on ITV and Sky. The second phase commences on the June 28, showcasing the F500EXR.
Both phases include a heavyweight TV campaign, video on demand, lifestyle and national press advertising and in-store promotions.
The subject of Fujifilm’s summer campaign is a bungee jumper in action to the stunning backdrop of Queenstown, New Zealand.
Lucy Edwards, marketing manager of Fujifilm UK, said, The bungee concept stood out for us at Fujifilm for its fresh, exhilarating approach and as an innovative and memorable way of showcasing the high zoom Fujinon lens and cutting edge technology”.
Continuing, Edwards said, “Fujifilm’s heritage is in photography and we are constantly pioneering new digital camera technologies. Consumers are exposed to many different media channels and therefore reaching new audiences is a key objective. By using a targeted multi-media platform we believe we can communicate to a wider audience. We are very proud of our prominent market status in the UK and our large investment shows our commitment to making the public even more aware of our outstanding product range.”
The campaign which focuses on Fujifilm’s technology packed compact cameras was designed by creative agency Ogilvy in tandem with media planning and buying agency, MJ Media