A top Liverpool design and marketing agency is celebrating a major new business contract with global brand Fujifilm. Liquid, based on Lord Street, has been commissioned to develop a fully integrated business-to-business marketing campaign promoting the new “World Class” Fujifilm Frontier Minilab. ??
Liquid has previously worked with Fujifilm on various advertising executions for its photo papers and hardware products, including the Inkjet range. The new Fujifilm Frontier mini-lab 710 and 770 will be launched at the NEC’s Focus on Imaging Trade Exhibition in February 2008 (24th – 27th) and liquid has created an integrated campaign targeting independent retailers and pharmacies that offer self-service photolabs. The campaign consists of teasers, weekly direct mail, point of sale, trade advertising, nationwide competitions, data capture and tele-marketing culminating with a final event revealed at the NEC trade show in February. ??
“This is the first fully integrated marketing campaign we’ve done with Fujifilm,” said Steve McGauley, liquid’s Creative Director. “When we first started working with them, we recommended that they develop strategies to maximise awareness with sustainable campaigns which effectively communicate to the target audience via a range of media routes and concepts.
The target audience is relatively small (approximately 2,000 independent retailers), therefore prior to the show, we have taken over the two major trade publications’ advertising space and saturated the market with attention-grabbing, weekly communications focusing on individual key messages This launch is the perfect opportunity to show how effective multi-dimensional marketing programmes can be for the brand.”
Marketing Executive for Fujifilm Photofinishing division, Paul Austin, adds: ‘Our new minilab equipment is our best yet and we wanted to do something different to bring this product to market, and that’s where Liquid came in. We have worked with Steve and his team over the last year on our trade ads and this is an extension of that. So far this campaign has gone down well with the photographic trade and our response level has been very high. This is all good news for Fujifilm and the official launch at Focus on Imaging will be very well attended.
McGauley concludes: ‘Fujifilm basically gave us a blank piece of paper, let us get on with it and have loved the work carried out. The results will speak for themselves.’