Brief:

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.

Solution:

We thought of relaying this camera around the world.

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 their facebook page and on the special site.

The number of Likes for each photo counted for each country’s total Likes, creating a race between the countries.

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.

Results:

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 but 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.

Fujifilm announced the WORLD PHOTO RELAY campaign on their Facebook page, asking for volunteering runners around the world to participate. Immediate response came from all corners of the world, from where we chose the first runner for each team. And then sent the actual camera in a special kit describing how to use and upload the photos using internal WiFi.

Then the relay kept on going around the world, some teams doing better than others but all where passionate about continuing the relay.

The relay turned out to run not only among Facebook friends but expanded to Facebook new friends. People who heard about the relay contacted the runners who were not Facebook friends at the time, and became new friends because they wanted to participate in the relay.

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 but even more to enjoy participating in relaying the same camera across the globe.

Gathering over 69,000 Likes.

Positive comments from 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.

Especially in the countries who took part in the WORLD PHOTO RELAY.