WORLD PHOTO RELAY

TitleWORLD PHOTO RELAY
ClientFUJIFILM CORPORATION
Product / ServiceFINEPIX F800EXR
CategoryA09. Best use or integration of digital or social media
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Contributing Company DENTSU Tokyo, JAPAN
Contributing Company 2 DENTSU TEC Tokyo, JAPAN
Contributing Company 3 DENTSU RAZORFISH Tokyo, JAPAN
Production Company FUTONE Tokyo, JAPAN

The Campaign

The countries in which the World Photo Relay held were already developed regarding Branded Entertainment and people woludn't be surprised at ordinary communication. More over, they are also used to internet or high speed wifi connection with smartphones, especially photo sending communication. The target was aimed to new customers who enjoy photography, but were not satisfied with their smartphone photo quality. And we had to show it to them with entertainment, through a never before seen touch and try experience.

Results

The new Fujifilm FINEPIX F800EXR is a handy compact digital camera which can send high quality photos to SNS through internal wifi easily. The internal wifi was a new feature Fujifilm wanted to show. The target was aimed to new customers who enjoy photography, but were not satisfied with their smartphone photo quality. The strategy was to make camera fans want to use the camera and see the difference from a smartphone camera. Relay the actual camera product around the world and make camera fans touch and try the new camera with their own hands. The Fujifilm FINEPIX F800EXR was the baton! Facebook friends were the runners! Each runner took beautiful photos with the camera a smartphone cannot take, and shared it with the world through the special site using the new internal wifi feature. The photo was automatically posted on their own Facebook page as well, showing the amazing photos to their friends. Which brought them to the special site to see all the other runners and thier amazing photos. This was the world’s first Touch and Try relay. Making camera fans try the actual product and sell it through their own photos and words. Anybody who had actually tried the new camera with their own hands can see that using the internal wifi is very simple and also see the difference in the quality of photo from a smartphone. Because Fujifilm was not a strong competitor in the digital camera market, they wanted to create a new way of showing their new product to the world.

The WORLD PHOTO RELAY was first announced on the FUJIFILM Facebook page, calling for participants to run the world’s first relay. Challengers from all over the world applied. The new digital camera was sent to the first runner with the manual on how to use the camera and how to upload to the special site linked to Facebook. The relay started in 8 countries, where the runner’s friends contacted the first runner wanting to become the next runner. Some wanted to participate so strongly they became new friends with the runner in order to become the next runner.

38 teams from 8 countries participated. 274 runners volunteered around the world. More than half being professional photographers wanting to try out the new camera and even more to enjoy relaying the same camera across the globe. Gathering over 69,000 Likes. Reaching more than 2,051,000 people. Selling more than double than expected all over the world. All runners were surprised how high quality the camera was and gave extremely positive comments on their facebook. Many buying the camera for Christmas.

Credits

Name Company Position
Hirofumi Okayama Futone Inc. Production Designer
Yoshiki Miura Futone Inc. Technical Direction
Hibiki Kamioka Dentsu Razorfish Inc. Technical Direction
Fusanobu Fujita Futone Inc. Production Director
Tsutomu Kawakami Dentsu Razorfish Inc. Project Manager
Muneyuki Okada Dentsu Razorfish Inc. Project Manager
Nao Komatsu Dentsu Razorfish Inc. Production Producer
Tomonobu Yamazumi Dentsu Razorfish Inc. Production Producer
Takayuki Izumi Dentsu Inc. Account Executive
Minori Arakaki Dentsu Inc. Account Executive
Wataru Kosugi Dentsu Inc. Account Executive
Makoto Sawada Dentsu Inc. Art Director
George So Sugitomo Dentsu Inc. Creative Director/Copywriter/Planner
Masako Okamura Dentsu Inc. Executive Creative Director