Innovative Bathroom Campaign
Jeremy Gutsche — March 26, 2007 — Marketing
References: frederiksamuel & adrants
Polaroid has replaced bathroom mirrors with cameras as part of a new ad campaign. The campaign, in Sao Paulo, is pushing Polaroid's instant images. I suppose the benefit of instant images seems obvious in North America, but perhaps down south the Polaroid brand carries less meaning. Either way, the campaign is innovative.
Implications - Brands such as Polaroid are facing a challenge to either update their product as technology progresses, or to market what they already have in a new light. By coming up with non-conventional advertising methods such as the Polaroid camera replacing mirrors, the advertisers have created a buzz-worthy campaign that puts an older brand in a unique light without the need for technological rebirth.
Implications - Brands such as Polaroid are facing a challenge to either update their product as technology progresses, or to market what they already have in a new light. By coming up with non-conventional advertising methods such as the Polaroid camera replacing mirrors, the advertisers have created a buzz-worthy campaign that puts an older brand in a unique light without the need for technological rebirth.
Trend Themes
1. Non-conventional Advertising - Using unconventional advertising methods, such as replacing mirrors with cameras, creates buzz-worthy campaigns for brands to reinvent themselves without technological advancements.
2. Instant Imagery - The use of instant images in advertising campaigns, like Polaroid's, appeals to consumer desire for immediate gratification.
3. Brand Reinvention - Older brands like Polaroid are finding ways to reinvent themselves by utilizing creative marketing strategies.
Industry Implications
1. Camera and Photography - The camera and photography industry can explore innovative ways to incorporate instant imagery in their advertising campaigns.
2. Marketing and Advertising - The marketing and advertising industry can adopt non-conventional advertising methods to create unique and buzz-worthy campaigns for brands.
3. Consumer Electronics - The consumer electronics industry can find inspiration in Polaroid's brand reinvention and explore ways to update and market their existing products in a new light.
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