Instax, part of the Photo Imaging Division of FUJIFILM UK is excited to announce that it has partnered with McCann on the launch of a new, interactive global branding campaign for its INSTAX line of products.
The campaign focuses not just on brand awareness, but the importance of creating shareable memories that can be printed and given to others. The tagline, “Don’t just take, give”, is a direct nod to the thoughtfulness and generosity around sharing INSTAX prints as demonstrations of joy, posterity and shared experiences.
The campaign will be communicated through a series of vignettes that show different people bringing the joy of INSTAX to life in their daily experiences, through street photography, nights to remember with best friends, travel adventures and making new friends with INSTAX as the social connector.
The branding campaign will be executed via traditional broadcast media, social media, consumer engagement initiatives, at retail, and other out-of-home environments. The first campaign asset, directed by multi-award winning British director Sara Dunlop, goes live today. It is a 30” asset that will run across Instagram, Facebook, YouTube and Snapchat with the first TV spot on 24thSeptember being aired during the Premiere episode of The Circle season 2 on Channel 4.
The INSTAX line of instant cameras, which lets users create beautiful instant prints on the spot, has sold over 45 million units in more than 100 countries – with 10 million units sold in fiscal year 2019. INSTAX is the category leader with a strong franchise among Gen Z and millennial consumers.
Popular products in the INSTAX line include the recently launched INSTAX MINI LIPLAY hybrid instant camera (which incorporates both digital and instant print technologies), the playful, popular INSTAX Mini 9 instant camera, the stylish INSTAX SQUARE SQ6 instant camera, and the INSTAX SHARE line of smartphone printers.
McCann was selected by Fujifilm to manage the strategic and creative work around this campaign, with support from Once Upon a Time for media planning and buying to reach consumers in the UK. The global McCann network will have periodic involvement in the handling of new product branding campaigns and initiatives around the world, with McCann London, McCann New York, and McCann Tokyo among the key hubs in their respective regions.
Karina Thomsen, Head of Marketing, Photo Imaging, FUJIFILM UK, said, “We’re enormously excited about how this new brand campaign will drive our business and our brand forward in the U.K and other markets around the world. The McCann team came forward with an idea that got to the heart of our culture and our target audience, turning the notion of photography on its head, which has the ability to have an exciting global brand impact.”
“We are delighted that our network was chosen to handle INSTAX, which is a truly innovative product line that is becoming a powerful brand around the world,” said Devika Bulchandani, President of McCann New York. “It’s a very cool brand with real cache among its Gen Z users, which will be reflected in the unconventional cross-channel creative work we’ll be launching later this year.”