Cannes Lions

POLAROID JOYCAM INSTANT CAMERA

STARCOM MEDIAVEST GROUP, Chicago / POLAROID / 2002

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Overview

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Credits

Overview

Description

Peter Panagopoulos/Polaroid/Client The communication goal was quite simple: demonstrate in a fun and engaging manner Polaroid JoyCam's ability "to fuel social interaction." The true beauty of the show, Love Cruise: The Maiden Voyage, is that its essence is about intense social interaction with young adults experiencing together a unique situation/environment. The product and the show had the same positioning which is why product and property were such a fit. Starcom Entertainment secured product integration into the fabric of all episodes in an organic manner that had relevance and moved the storyline forward. Love Cruise showcased the Polaroid JoyCam in an uncluttered environment to its target of young adults and delivered on its positioning "to fuel social interaction." Since Starcom Entertainment negotiated directly with the show's production company and created the opportunity without having to support the program on Fox with incremental media funding.Love Cruise had an average of 2.85M A18-35 impressions per episode and the approximate cost of a 30 second slot was $135,700. The product integration was a huge cost-saving success giving Polaroid 2.85M impressions per episode for an approximate cost of $14,286 per episode. Also, Polaroid was represented in every episode through product integration with a frequency of at least three times per episode. Starcom Entertainment was able to integrate the Polaroid JoyCam on-air in Love Cruise when Polaroid had a limited media schedule and was on a very tight budget. Polaroid's product integration gave them a sustaining television presence throughout the first part of the fall season.Starcom Entertainment delivered and exceeded upon Polaroid's expectations for JoyCam's first ever product integration effort, creating a unique media contact point by leveraging Starcom Entertainment's relationships with producers/production companies to develop seamless integration of the brand into a protected media environment. Starcom Entertainment created and developed a proprietary Polaroid JoyCam "mission" for the instant camera within the fall 2001 Fox reality show, Love Cruise: The Maiden Voyage. We built the concept around Polaroid JoyCam's key objective "to fuel social interaction" against its key target of young adults.With that objective in mind, we used our network of entertainment industry contacts to seek a unique project that would allow the JoyCam to be showcased "in action" and in use by its target in a relevant, engaging and fun arena. With a limited budget, and tight timing, we decided to focus on an opportunity that would leverage the reality programming pop culture phenomenon.We approached reality programming experts Bunim/Murray (of MTV's Real World) to create a partnership around an idea that would be unique to Polaroid and the reality genre. From concept generation through creative developement, Starcom Entertainment successfully navigated the project execution waters. Once the idea was sold into the client, it was key to ensure that the brand's product messaging was showcased across multiple episodes and in a manner that delivered against our creative media objectives and project brief. It was also imperative to verity the Polaroid JoyCam communication was positive and brand affirming. By nature, Starcom Entertainment looks to involve our clients in unique opportunities. We felt by establishing product integration, within a show, we would create a special point of differentiation for the Polaroid JoyCam product. The beauty of the idea (and its execution) is that the show featured real people interacting with the brand. Additionally, it showcased the target consumer using the camera in inventive new ways, hence demonstrating more ways to have fun with the Polaroid JoyCam.The approach Starcom Entertainment took was outside the traditional media realm of buying spots. We worked directly with the producers, Bunim Murray, to negotiate the deal - one that did not require the purchase of television media. Given the client's limited budget and the fact that they weren't going to be in flight during fall 2002, the idea was an inventive way to get the Polaroid JoyCam message out to its core target on a broadcast network (Fox) that was a direct fit for A18-34.The uniqueness of the idea and the dynamic of how it was executed (working directly with the producers instead of the network sales reps) has opened the door for exploring new relationships with the Hollywood community on how to leverage our client's brands.

Execution

Starcom Entertainment created and developed a proprietary Polaroid JoyCam "mission" for the instant camera within the fall 2001 Fox reality show, Love Cruise: The Maiden Voyage. We built the concept around Polaroid JoyCam's key objective "to fuel social interaction" against its key target of young adults.With that objective in mind, we used our network of entertainment industry contacts to seek a unique project that would allow the JoyCam to be showcased "in action" and in use by its target in a relevant, engaging and fun arena. With a limited budget, and tight timing, we decided to focus on an opportunity that would leverage the reality programming pop culture phenomenon.We approached reality programming experts Bunim/Murray (of MTV's Real World) to create a partnership around an idea that would be unique to Polaroid and the reality genre. From concept generation through creative developement, Starcom Entertainment successfully navigated the project execution waters. Once the idea was sold into the client, it was key to ensure that the brand's product messaging was showcased across multiple episodes and in a manner that delivered against our creative media objectives and project brief. It was also imperative to verity the Polaroid JoyCam communication was positive and brand affirming.

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