Valhalla, NY—Fujifilm North America announced that to enhance its sales strategies, it will launch a national, multi-pronged digital camera advertising campaign for the 2010 holiday selling season that extends the reach of Fujifilm’s branding campaign that began this summer.
“Fujifilm’s digital camera business has grown significantly from last year, and with this new, ongoing campaign, we’re aiming even higher,” said Ron Gazzola, vice president, Marketing and Operations, Electronic Imaging, Fujifilm North America Corporation.
The new campaign includes a commercial showcasing Fujifilm’s line of long zoom digital cameras, “Zoom Your World,” shot by famed director Francoise Vogel and Paranoid U.S. production company. It will be seen on national network and cable television, from November 14 through December 22, featuring the FinePix HS10 and S-series digital cameras, hitting TV’s highest rated primetime programs, such as: Glee, Survivor, CSI Miami, House, Dancing with the stars, Extreme Makeover: Home Edition, Desperate Housewives, The Amazing Race, Hawaii Five-O and The Mentalist. The spot will also be seen on key NFL games, FOX and CBS NFL Today and early morning news on ABC and FOX affiliated stations.
“Our goal in creating this campaign was to raise Fujifilm brand awareness to drive sales and service to our retail partners in a consumer-friendly way, as well as support the trade to enhance sell through,” said Gazzola.
The campaign’s components also include: national and regional FSI placement featuring the complete camera lineup; trade and custom regional print ads featuring the FinePix HS10, F300EXR and Real 3D W3; Time Square digital billboards, including The Geoffrey Tron digital billboard located on the Toys R Us building and CBS digital billboard; a new Hispanic ad featuring the Z70; and online advertising.
For first time, Fujifilm will also have a cinema commercial for its FinePix Real 3D W3 digital camera in both 3D and 2D throughout the U.S. from November 19 through December 30, including Tangled, Yogi Bear, Chronicles of Narnia: Voyage of the Dawn Treader, Megamind, and Tron. The 3D spots for Tangled and Narnia will be viewed on all 3D screens during that time period. A 2D spot for Harry Potter will be viewed on all screens for the first two prime weeks of release. For all showings, the commercial will be placed immediately before the feature presentation to maximize exposure.
“The reason we decided to include cinema advertising in the campaign is because the FinePix Real 3D W3 digital camera is a unique high-end product, and we wanted to be in the best place where we could introduce this product to the family audience,” added Gazzola. “We know there will be packed houses during the holidays. We’ve never had that kind of concentrated exposure in a great venue, with a captive audience – and the spot is fun to watch.”
To view the cinema and TV spots, go to: FinePix Real 3D cinema spot (3D version) youtube.com/watch?v=6fNQ9M2TofQ; FinePix Real 3D cinema spot (2D version) youtube.com/watch?v=DvluCKR8IAw; Fujifilm long-zoom TV spot, youtube.com/watch?v=3VUPpVmvTdk; and the CBS NFL Today Fujifilm Photo Sweepstakes, youtube.com/watch?v=o2v3fV0cNhE.
