TVs, radios, mobile devices, home entertainment, laptops, tablets, cameras, computer hardware, game consoles, drones, external or integrated VR/AR devices, sound systems, etc. Electronic devices may be aimed at consumers or businesses.
Following five years of sales decline and the explosion of digital photo options, the Polaroid brand declared bankruptcy and faced dissolution. In order to survive, Polaroid needed an idea that could pull them from the edge, resuscitate sales and make instant photography relevant again to a target going digital. The instant connection campaign demonstrated that Polaroid has the unique ability to do more than merely record a moment (as all other cameras do), Polaroid makes a moment. The campaign was a hit, turning declining sales into year over year growth and reinvigoration consumer attraction toward Polaroid.
Client: Polaroid Corporation
Agency: Leo Burnett USA
A century ago, Eastman Kodak brought photography to the masses by creating a simplified product (the Brownie camera), supported by the slogan, you push the button, we do the rest. Using the same communication strategy to leverage the brand's equity and overcome consumer intimidation with digital, we launched the EasyShare system in 2001 with a new advertising motto fishoot, dock, sharefl which rapidly placed Kodak on the map for digital with the nation's #1 selling digital camera.
Client: Eastman Kodak Company
Agency: Ogilvy & Mather
1,000 songs in your pocket.
Digital music players hadn't caught on until Apple launched it's own version, the iPod. iPod managed to combine both ease of use with an ability to hold your entire music collection in one portable device. The iPod campaign leveraged the promise of this unique product with the thought: '1000 songs in your pocket.' iPod has taken the music world by storm, is projected to take 15-20% of the entire portable music market over the next year and truly become the true '21st century walkman'.
Client: Apple Inc.