Brief Explanation

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. 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. All runners were surprised how high quality the camera was and gave extremely positive comments on their facebook. Many buying the camera for Christmas. The camera sold double than expected around the world. Australia, New Zealand, USA, Saudi Arabia, Brazil, Singapore, Poland, Italy, and France also wanted to participate, but owing to lack of Fujifilm human resources and branches we could not accept all countries to participate.