Polaroid i-Zone is a fun pocket camera that instantly develops mini photo stickers.Our goal was to rejuvenate i-Zone among core, female teens by making it 'cool' again and reverse significant declines in film sales. We needed to find an interesting way to re-engage teens, which was made more difficult because Polaroid struggled with bankruptcy.

Rather than letting bankruptcy push our media focus to pure efficiency, we convinced Polaroid to let target impact become the driving force behind the I-zone campaign.We identified two key insights:• Teens respond to messages that are personal and entertain their mind in witty ways. They are anti-corporate and reject hard-sell messages.• Teen girls 'LOVE' stickers.

We were successful in executing a campaign that didn't preach, hard-sell or come across as corporate, and which resonated with teen girls.• We reversed the film sales decline, with a 30% sales increase during the campaign period• Actual stickers from the print campaign made its way into a segment on MTV • Other marketers expressed interest in partnering with i-Zone to help increase their product's relevance among teens.