2012 Winners & Shortlists

The Brief

Oman has a vibrant, exciting coastline which ideal for underwater photography. Photocentre decided to use this insight to increase sales of the versatile Fujifilm XP30 camera, which is waterproof to a depth of 5m. The brief was to increase sales through a traditional leaflet drop, but we had other ideas...

Creative Execution

This is a direct ad for an underwater camera, aimed at photographers, who have just picked up their photos from Photocentre. It's originality leads directly to a feeling of surprise by people finding an unexpected extra photo in their prints, and this timing makes it very appropriate to the Fujifilm XP30.

Describe the creative solution to the brief/objective.

To reach people in a more relevant, direct manner, we recommended that Photocentre put an extra photo into prints that they do for their customers. This extra photo had obviously been taken underwater, and would have instant disruption. To find out why this extra photo was in with their set of prints, people would have to look at the back, which explained everything.

Results

We printed 100 of these extra photos as a trial. Over 40 customers asked about the photos and 14 of these ended up buying the cameras. For this trial, the ROI was USD$87 for every USD$1 spent.