2012 Winners & Shortlists

Results and Effectiveness

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

Creative Execution

The creative solution was to design a 'fake photo' that was included in customer's prints. This fake photo would show an underwater scene, and the recipient would instantly recognise it's not a photo they have taken. When they looked on the back they would realise that the fake photo is in fact an ad. This was the only channel used, to keep costs down and maximise ROI.

Insights, Strategy and the Idea

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. Strategically, we decided to target Photocentre's current customers who get prints developed. This meant we could keep our costs down by targeting only active photographers. Our idea was to use Photocentre's main revenue earner, photographic prints, as a medium.