1. Polaroid A Case Study C PipalMajik

2. The Challenge How to handle growing competition from 35-mm disposable cameras, one-hour processing, and camcorders C PipalMajik

3. Advertising Research Objectives Find out how people actually used Polaroid Find out what kind of pictures are taken Find out whether there could be any type of picture that could be owned by Polaroid and was not possible with other cameras C PipalMajik

4. The Research Focus groups of owners and non-owners, men & women One week before the meet, two films were sent to owners and two films & a camera were sent to non-owners They were asked to take pictures of anything they liked and bring them back to the group C PipalMajik

5. The Result C PipalMajik Most (90%) of the pictures were similar, could have been taken from any camera Some (10%) of the Polaroid pictures could only have been taken by a Polaroid camera

6. Some examples A woman had taken several pictures of herself wearing different pairs of eyeglasses she wanted her absent husband to help her chose the right pair A woman had taken picture of a pregnant co-worker holding her dress up around her neck to show how pregnant she appeared to others A man brought 20 erotic photographs of his girlfriend- “I wouldn’t go and get them developed - would I?” A young man had taken pictures at a party of friends making funny faces & wild gestures C PipalMajik

7. Interpretation C PipalMajik So, what was common in all the pictures was that they were performing tasks for which Polaroid was the unique solution: one picture, instant evidence, no need to be seen by others later

8. Brief C PipalMajik The Brand Truth: The owners ability to take one picture at a time and use it with immediate effect The Communication Idea: With Polaroid, the picture is only the beginning

9. Ideas from the planner’s desk C PipalMajik Maybe heighten innovative or unusual ways that people are using Polaroid – at home and at work Show Polaroid as a participant – a means, not an end Perhaps focus on the effects of a Polaroid picture – the chain of events that it sets in motion Taking a picture so something would happen, for a certain reason, to achieve a particular objective Using Polaroid as a tool for communication, how the pictures can be a language in themselves.

10. See What Develops Built on many of those ideas C PipalMajik

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12. Ad film : Dog and Cat C PipalMajik

13. Thank you C PipalMajik