By Martin Vedris
SYDNEY: FUJIFILM will launch its new FinePix Z10fd digital camera in the lead-up to Christmas with a fully integrated communications campaign to target the youth market, including a demonstration team talking to youth at Schoolies week.
FUJIFILM senior category manager – consumer & professional products, Matt Dole, said advertising agency Publicis Mojo has been engaged to produce the campaign comprising television, online and trade advertising, sponsorships, competitions, e-newsletters and on-ground activities at Schoolies.
“The aim is to position the Z10fd at the top of every young Australian’s wish list this Christmas,” Dole said, “and we are expecting to reach nearly 60 per cent of this market during this highly targeted campaign.”
“From late October 2007 to mid-January 2008, a highly targeted advertising campaign through TV channels and programs that index very highly for the target age will screen on Channel V, V2, Arena, Fox 8, Comedy and Fuel Channels, with a new 30-second television commercial making its debut during the Foxtel coverage of the ARIA Awards on 28 October.
“A multi-layered sponsorship campaign will also run on the top rating video by request show WhatUWant incorporating integrated activity by the presenters during the show.
“A series of on-air competitions based around the ARIAs, Schoolies and Summer Parties will be a feature of the campaign with contest winners receiving the Z10 as a prize. Two lucky winners of the ARIA competition will also receive VIP tickets to the ARIA Awards and 96 runners-up will also receive tickets to the ARIAs to see their favourite Australian stars.
“There will also be a Z10 team attending Schoolies who will be demonstrating the camera, capturing photos and inviting young people to visit a Z10 website where they can view and share their photos — and have the opportunity to win giveaways.
“Online advertising on top social networking sites such as Facebook, MySpace and MSN Messenger will further reinforce the brand message. Partners’ e-newsletters will also promote the competitions.”
Dole said the FinePix Z10fd is the ideal product to profile with its range of features that includes a blog mode and seven bright colour options – expected to greatly appeal to young people.
Publicis Mojo Team Leader, Simon Tebbutt, said the aim of the campaign initiative is to connect with the specific target audience.
“It is important to get it right to reach the right people,” Mr Tebbutt said. “The FinePix Z10fd is perfect for the youth market with its range of vivid colours, face detection technology and blog mode.
“With this in mind, the campaign features a large online element as well as an opportunity to piggy-back off key upcoming events attended by young people.”