When smartphones replace cameras, what makes taking pictures more fun?
The Fun of Film TVC that Beijing Dentsu Shanghai branch created for Fujifilm allows consumers to feel the fun of taking pictures with Fujifilm instax cameras with its creativity and sharing methods.
n terms of creativity, the TVC is taken in a long shot with the theme of "interesting shots by me". Through various forms of display, it shows the various ways to play with instax photo paper, e.g. for decoration, as gift, to commemorate moments and so on. It conveys the message that life can be full of all kinds of fun, and helps consumers to understand the true value of the photo paper. Meanwhile, the lyrics of the background music of the TVC are combined with video content and explain a variety of ways to play with instax photo paper. For instance, the buoyant hip-hop music presents the content of affection and friendship, fantastic memorial manuals, as well as picture in picture with pets etc., giving a happy interpretation.
In terms of sharing method, with Weibo as the main platform, different groups are targeted. The TVC is edited into three clips of three different themes of decoration, gift, and commemoration, to show the different potential groups the fun of taking photos and creative expression. Meanwhile, through KOLs who created their own style with instax photo paper, we attract fans to follow and DIY, to further show the creative usage of instax photo paper and make it a well sought-after item by fans.
The first phase of campaign was carried out during Double 11 Day. Fujifilm's Baidu index improved significantly, and it drove traffic to EC shop. The second phase of campaign is expected to be held during Christmas and the New Year festival.