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1、 CLEMENGER BBDOCLEMENGER BBDOPhoto Imaging Council of AustraliaResearch-Strategy-ActionTuesday 25th June 2002 CLEMENGER BBDOCLEMENGER BBDOKey challengesTo maintain and build strong and enduring growth within the industry.To use future brand and retail communications to drive this growth.To incorpora
2、te key research learnings into these communications. CLEMENGER BBDOCLEMENGER BBDOSituation analysisadvertisingsponsorshipretailpromotionspackagingstrategic & tacticalimplications & opportunitiesfor future consumer-facing communicationPICA researchadvertisingYour brief to us CLEMENGER BBDOCLEMENGER B
3、BDOUltimate communications objective2-pronged .future-proof fortunes of entire industrywholesale, retail equipment & processingincrease use of all types of camerasincrease processing of photos“camera ownership is not the issue, use is”“if we cant sell prints, the industry will collapse in 3 years” C
4、LEMENGER BBDOCLEMENGER BBDOKey issues from researchLack of motivationmanifesting itself as never remember camera, no time, inconvenientmotivate peopleLack of expertisebad photos, unused camera featuresbuild expertiseLack of occasionless accepted/ traditional opportunitiescreate opportunities CLEMENG
5、ER BBDOCLEMENGER BBDOBroad issues your research highlightsIndustry Catch 22Safeguard tradition: filmChampion innovation: digitalCultural antipathyphotography is not a national past-time CLEMENGER BBDOCLEMENGER BBDO2 over-arching tasks for communicationtake moreprint moreconsumersINSPIREEDUCATE CLEME
6、NGER BBDOCLEMENGER BBDOA caveatWhat follows are recommendations solely based on your consumer research insights it revealed & thoughts it spawnedBut truly great advertising is not lead by consumers CLEMENGER BBDOCLEMENGER BBDOA caveatGreat advertising ideas & campaigns are built around brand truths
7、interpreted & communicated to connect with & motivate consumersUnderstand consumers, but stay true to yourself CLEMENGER BBDOCLEMENGER BBDO13 recommendations for industry communications CLEMENGER BBDOCLEMENGER BBDOBorn of insights at a number of levelsphotography: the process & the productcamera:tec
8、hnologyconsumer:motivation & mindsetoccasion:type & frequency CLEMENGER BBDOCLEMENGER BBDODiverse applicationsstrategic recommendationadvertisingsponsorshipretailpromotionspackaging CLEMENGER BBDOCLEMENGER BBDO1. exploit the photography life-cyclephotosCHILDplayshots of everythingYOUTHsocial lubrica
9、ntschools / partiesYOUNG ADULTdocumentation / explorationevents & travelFAMILYduty / capturefirsts & hols EMPTY NESTERmemories / connection family & holsincrease the no. of photos taken & processed CLEMENGER BBDOCLEMENGER BBDOprocess to product evolutionchild: playempower youngsters, encourage paren
10、ts to see role: an educational toy youth: social lubricantalongside booze, dance, mobile phones, video gamesyoung adult: documentation & explorationan ever-growing lifestage, defined by me - keep the full story, not just the edited versionfamily: duty & capturereinstate & redefine role of the family
11、 album empty nester: memories & connectionlifes too short: live & share every moment tap into the needs & opportunities of each segment CLEMENGER BBDOCLEMENGER BBDO2. retrieve the human dimension“digital is focused on technology not output”Cameras (still & video) all tending towards technology, desi
12、gn & fashion as raison dtreOpportunity to go back to basicsThe fundamental human & social value of photographyThe power & magic of the photoincrease the no. of photos taken & processed CLEMENGER BBDOCLEMENGER BBDOshow the true value of taking a photo & looking at a photostimulatingremindingsharingre
13、memberingreminiscingThe human dimensionperpetuatingprolongingenhancingpreservingmoments . CLEMENGER BBDOCLEMENGER BBDO3. recruit a new generationRelative size of the younger cohort may be shrinking, but their absolute numbers are swellingA new generation of consumers Not growing up in a camera orien
14、tated culturea down-to-earth, unpretentious, outdoors culturebut a hi-tech eraChallenge is to engage them on their termsGive photography a role in their worlddemonstrate digital photography as social technologyrecruit young digital users CLEMENGER BBDOCLEMENGER BBDO4. just add waterDigital may be wh
15、ere the news is, but 56% of cameras owned are point & shootMost peoples ideal camera is convenient & easy to useespecially true for women & youthsuggesting a type of photo they want to take: an unplanned, spontaneous oneThis is the essence of many of the greatest photos “just add the moment”celebrat
16、e simplicityincrease the number of 35mm & aps shots CLEMENGER BBDOCLEMENGER BBDO5. demystify digitalComputers & digital are inextricably entwinedTelecomms convergence will further blur boundaries & see other brands encroaching on your turfFine for the techno-savvy young & gadget guysScary for others
17、do I need a computer?, I can barely find the scroll barCurrent digital camera ownership only at 4%Drive take-up of digital & processing of digital imagesisolate digital from computersrecruit to digital, increase % processed CLEMENGER BBDOCLEMENGER BBDOtake computers out of the equationFocus on benef
18、its of taking digital photosimmediate viewingempowerment via selection/deletionensure high qualitylarge memoryFocus on benefits of commercial processingoptimisation: creative editingquality: highest grade papervalue: we print the ones you want - no waste CLEMENGER BBDOCLEMENGER BBDOfocus on digital
19、delivering the basics Ease of use21% of people want automatic features & easy to use camerasQuality of performance34% prioritise great photosDigital becomes a better camera not a form of telecommunication CLEMENGER BBDOCLEMENGER BBDO6. use technological seductionMen more likely than women to have SL
20、RMen are more likely to nominate performance, automatic functions, other features & ability to be creative as important Fuel replacement of back of drawer cameraa trade-up strategya multi-camera household strategy (help consumers segment their own usage occasions)drive no. & % of SLR & digital print
21、s taken & processed CLEMENGER BBDOCLEMENGER BBDOhigh-end targeting For SLR: celebrate the art of photography - thus recruit & further inspire functional creativesFor digital: celebrate its flexibility - its application for work & play, the prolific end-points of one photoshowcase technical features
22、& performance of SLR & digital cameras CLEMENGER BBDOCLEMENGER BBDO7. some moments should be foreverWhat would you grab in a fire?your photosWhat are you most upset about when you lose your wallet?your photosIt is these photos - the ones you cant stand the thought of losing that you should printpape
23、r - timeless technologydrive the % of all prints processed CLEMENGER BBDOCLEMENGER BBDO8. anticipation or instant gratification?Anticipation of getting the photos back is hugely enjoyable “are they going to be good? Thats part of the game”As is seeing a Polaroid appear Digital is immediate But comme
24、rcial processing can add another elementdial up the pleasure of anticipating & getting photosdrive the % of all prints processed CLEMENGER BBDOCLEMENGER BBDO9. draw upon the power of touch The end-game may be for a card, album, pin-board, fridge, wallet, frames or wall Increase perceived specialness
25、 of prints via tactilityimagine a world where you can look, but not touchdrive the % of all prints processed CLEMENGER BBDOCLEMENGER BBDO10. liberate creativity via digitalPotential to turn cautious photographers snap happyvia no waste, high volume aspect of digitalBy freeing people from a commitmen
26、t each time they press the button we have potential to excite them about broader opportunitiesVia commercial processing, offer creative clinics & creative services - build discernmentgive people creative licencedrive sale of digital gear & % shots processed CLEMENGER BBDOCLEMENGER BBDOthus inspire c
27、reative trade-upI can be really creative with it: 55%Probably does a lot more than I know: 53%and desire to learn more . CLEMENGER BBDOCLEMENGER BBDO11. normalise photography“traditional” photo opportunities: firsts, weddings, parties, overseas holidays, births diminishing due to sociocultural force
28、sErode specialness & drive / provide an alibi for everyday photo-worthy momentsChallenge a perceived “appropriateness of occasion” & de-stigmatise being seen with camerasee opportunity where others dontincrease all types of photography CLEMENGER BBDOCLEMENGER BBDO12. promote boy scout photographyWid
29、en photo occasions amongst younger target (18-24 year olds)tapping into the “I wish Id brought my camera” & “you had to be there” scenario Their best days & nights are often unplannedTake photos now youll thank yourself for it later (true value of photos only emerges much later, in hindsight)dont mi
30、ss out & dont regret anythingincrease youth photography & processing CLEMENGER BBDOCLEMENGER BBDO13. the dichotomy of digitalDigital is schizophrenicA latter-day Polaroid (instantaneous, part of the moment, a social lubricant)playful, naughty, funState-of-the art technology (considered, controlled,
31、high quality)grown up, sensible, discerningshowcase this flexibility & dualitydrive sale of digital gear & % shots processed CLEMENGER BBDOCLEMENGER BBDO13 strategic recommendations1.exploit the photography life-cycle: role of process & product2.retrieve the human dimension: the emotional value of p
32、hotos3.recruit a new generation via digital (b4 telecomms/ audio brands do)4. keep it simple: just add water = just add the moment5.demystify digital: isolate cameras from computers6.use technology (SLR & digital) to seduce7. timeless moments, timeless technology = paper8.anticipation v. instant gra
33、tification = which do you want?9. draw upon the tactility of photos: the power of touch10.liberate creativity via digital11.normalise photography - take quintessential Aussie life & add a camera12. promote be prepared photography13. celebrate the dichotomy of digital: some photos for now & for you,
34、some forever & for everyone! CLEMENGER BBDOCLEMENGER BBDOIdea-stretch: some quick examples CLEMENGER BBDOCLEMENGER BBDORecruit a new generation via playTapping into role of photography of consumer sub-segment Kids photo competition - based on more lateral, but everyday, challengese.g. pics of someth
35、ing funny, something in the sky, something sad, something new CLEMENGER BBDOCLEMENGER BBDOEveryday photosBroaden photo occasions & motivate processing Cost of developing film included in theme park / museum entry (give voucher)Present a pic for discounts with key retailerse.g. send us a picture of y
36、ou having a Happy Meal, get next one free; send us pic of you in new Just Jeans outfit - voucher for next purchase CLEMENGER BBDOCLEMENGER BBDOBe preparedGet carrying a camera to be second nature .Have special photo bunny (bloke in suit!) released in various towns across AustraliaYou have to spot hi
37、m & send in photograph to win $ CLEMENGER BBDOCLEMENGER BBDOAnticipationDrive processing via the in-store experience Currently this is largely a non issue for consumers as it doesnt have a role in the overall photographic experience YET looking at photos immediately, in-store is commonOpportunity to
38、 make in-store an issue, give it a significant & social role e.g. coffee shop as part of the store, Starbucks voucher tie-in CLEMENGER BBDOCLEMENGER BBDOIn summaryA critical time for your industryGlobally: technology fragmenting & yet converging at an accelerating ratetraditional camera brands under
39、 threat from telecomms, computer & digital brandsAustralia: a market & a culture where photography has never been entrenched as a noted national past-timetraditional occasions decreasing CLEMENGER BBDOCLEMENGER BBDOIn summaryClear need to safe-guard your turf & cause a renaissance in Australian phot
40、ographyTo inspire & educate people as the why & how of taking photos & printing themPerhaps to focus the entire industry around one aim: re-energise photography via the creative potential of digitalOr for each brand to look to itself: to its core competency & consider how best to interpret & communicate their essence in todays marketplace CLEMENGER BBDOCLEMENGER BBDOPhoto Imaging Council of AustraliaResearch-Strategy-Action
