Cannes Lions

POLAROID INSTANT CAMERAS

EURO RSCG WORLDWIDE-NEW YORK, New York / POLAROID / 2004

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Description

A popular band, OutKast, released a song called 'Hey Ya', which had a bridge lyric, 'Shake it like a Polaroid picture'. We established a relationship with the band, and built Polaroid cameras/film into their act, starting with their first TV appearance on 'Saturday Night Live'. 'Presence' extended into the Vibe Awards, Grammys. We continued to 'draft' on OutKast’s immense popularity, hosting after parties at Vibe and Grammy celebrations, placing Polaroid cameras/film into hands of celebrities, and providing the unique Polaroid 20x24 large-format camera for celebrity portraiture at these events, establishing aninseperable identity between the brand and the band in mediacoverage.

Execution

Using song lyrics 'Shake it like a Polaroid picture' by popular hip-hop band OutKast, Euro RSCG built Polaroid cameras and film into their act at televised events such as Saturday Night Live, Vibe Awards, and the Grammys. We additionally hosted after-parties for these events, placing Polaroid cameras into the hands of celebrities, creating a new kind of paparazzi, 'Polarazzi'.

Outcome

According to our brand momentum measures, among those who watched the Grammys, Polaroid brandrelevance increased +58%. Those who watched the NBA All-Star Game (the weekend following the Grammys) reported brand relevance increases of +122%. Traffic to Polaroid.com for January and February was greater than the entire traffic recorded in 2003. Online sales increased +90%.

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