The Campaign

Fuji film decided (Our strategy is) to introduces the first polaroid film that develop using warmth, - Checky .Instead of asking people to “take photos,” – we changed our message. We asked them to start a social ritual. A ritual of touch – Checky pictures full of warmth

Creative Execution

First We released three Checky videos showing how holding hands with friends and loved ones created warmth. Then We developed an H5 game to encourage people to participate in a moment-of-touch to add warmth to the Checky polaroid photograph. Last we organized an experiential event l use thermal imaging technology which pick the campaign. With participant got close to each other, a picture was being taken, generated by the warmth between them, And as long as continue to huge there’s one for accelerate the development and the polaroid photograph.

Results

After the campaign, Checky increased their national sales volume by 58%! Besides that , we succeeded – not by asking people to take pictures. But, by starting a new ritual between friends and loved ones.

In this digital era, where is the place for classic polaroid picture? This is THE challenge for Fujifilm as the leading “instax” camera in China among our core target audience segment. As a traditional yet innovative brand, Fujifilm decided (Our strategy is) to dial up the game by using enticing and heartfelt creative idea/format to re-introduce Checky to our consumers. By creating the FIRST fast-developed polaroid picture using warmth, Checky started a whole new photo-taking ritual of “touching.”And successfully hooked the youngsters who are always taking “selfies.”

How can printed photos ever find its place in this era of smart phones and digital photos? Checky (which takes polaroid-style pictures) found a way. It began with the realization that Checky, as a camera device, could not win when placed side-by-side with smart phones which people now use as their default photography gadget of choice. This led us to re-position Checky: from simply being ‘a camera,’ to being ‘a key part of a ritual of touch.’ At the height of one of China’s coldest winters, Checky’s “A Warm Touch Wins Over Pixels” campaign encouraged young Chinese couples, friends, and families to give each other more touch. And, by touching each other, they create more warmth so their Checky photo can develop faster. The campaign struck a strong emotional chord. While the whole camera market declined by 11% in 2015, Checky sales grew by 58%. In the end, Checky succeeded