Polaroid case study

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Polaroid case study

  1. 1. Polaroid<br />A Case Study<br />C PipalMajik<br />
  2. 2. The Challenge<br />How to handle growing competition <br />from 35-mm disposable cameras, <br />one-hour processing, and camcorders<br />C PipalMajik<br />
  3. 3. Advertising Research Objectives<br />Find out how people actually used Polaroid<br />Find out what kind of pictures are taken<br />Find out whether there could be any type of picture that could be owned by Polaroid and was not possible with other cameras<br />C PipalMajik<br />
  4. 4. The Research<br />Focus groups of owners and non-owners, men & women<br />One week before the meet, two films were sent to owners and two films & a camera were sent to non-owners<br />They were asked to take pictures of anything they liked and bring them back to the group<br />C PipalMajik<br />
  5. 5. The Result<br />C PipalMajik<br />Most (90%) of the pictures were similar, could have been taken from any camera<br />Some (10%) of the Polaroid pictures could only have been taken by a Polaroid camera<br />
  6. 6. Some examples<br />A woman had taken several pictures of herself wearing different pairs of eyeglasses she wanted her absent husband to help her chose the right pair<br />A woman had taken picture of a pregnant co-worker holding her dress up around her neck to show how pregnant she appeared to others<br />A man brought 20 erotic photographs of his girlfriend- “I wouldn’t go and get them developed - would I?”<br />A young man had taken pictures at a party of friends making funny faces & wild gestures<br />C PipalMajik<br />
  7. 7. Interpretation<br />C PipalMajik<br />So, what was common in all the pictures <br />was that they were performing tasks <br />for which Polaroid was the unique solution: <br />one picture, instant evidence, <br />no need to be seen by others later<br />
  8. 8. Brief<br />C PipalMajik<br />The Brand Truth: <br /> The owners ability to take one picture at a time and use it with immediate effect<br />The Communication Idea:<br /> With Polaroid, the picture is only the beginning<br />
  9. 9. Ideas from the planner’s desk<br />C PipalMajik<br />Maybe heighten innovative or unusual ways that people are using Polaroid – at home and at work<br />Show Polaroid as a participant – a means, not an end<br />Perhaps focus on the effects of a Polaroid picture – the chain of events that it sets in motion<br />Taking a picture so something would happen, for a certain reason, to achieve a particular objective<br />Using Polaroid as a tool for communication, how the pictures can be a language in themselves.<br />
  10. 10. See What Develops<br />Built on many of those ideas<br />C PipalMajik<br />
  11. 11. C PipalMajik<br />
  12. 12. Ad film : <br />Dog and Cat<br />C PipalMajik<br />
  13. 13. Thank you<br />C PipalMajik<br />

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