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CLEMENGER BBDO Photo Imaging Council of Australia Research - Strategy - Action Tuesday 3rd September 2002 CLEMENGER BBDO Key challenges To maintain and build strong and enduring growth within the industry To use future brand and retail communications to drive this growth

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CLEMENGER BBDO


Photo Imaging Council of Australia

Research - Strategy - Action

Tuesday 3rd September 2002

CLEMENGER BBDO


Key challenges

  • To maintain and build strong and enduring growth within the industry

  • To use future brand and retail communications to drive this growth

  • To incorporate key research learnings into these communications


PICA research

strategic & tactical

implications & opportunities

for future consumer-facing communication

sponsorship

advertising

retail

promotions

packaging

Your brief to us

advertising


Broad learnings

CLEMENGER BBDO


Market issues your research highlights

  • Global

    • Convergent technologies & accelerating innovation

    • Traditional competitive landscape being re-defined

    • Digital stand-out area of growth


Market issues your research highlights

  • Australia

    • Cultural antipathy - Australia is a country where photography has never been a noted national past-time

      • 26% of the market ‘underperforms’

      • Australia takes 5.6 rolls /household/ annum

      • UK :11.6, USA:12.6, Japan: 13.0

    • Disposable income spent on ‘recreation’ increasing

    • Greying population


Market issues your research highlights

  • Industry Catch 22

    • Safeguard tradition: film

    • Champion innovation: digital


Key consumer issues from research

  • Lack of motivation

    • manifesting itself as ‘never remember camera’, ‘no time’, ‘inconvenient’

      • motivate people

  • Lack of expertise

    • bad photos, unused camera features

      • build expertise

  • Lack of occasion

    • less ‘accepted’/ ‘ traditional’ opportunities

      • create opportunities


increase use of all types of cameras

increase processing of photos

“camera ownership is not the issue, use is”

“if we can’t sell prints, the industry will collapse in 3 years”

Ultimate communications challenge

  • 2-pronged ...

future-proof fortunes of entire industry

wholesale, retail equipment & processing


Towards specific recommendations

CLEMENGER BBDO


recruitment

take more

print more

consumers

trade up

INSPIRE

EDUCATE

2 over-arching tasks


research

consumer:

motivation & mindset

camera:

technology

insights

occasion:

type & frequency

market:

sociocultural forces

advertising

retail

sponsorship

promotions

packaging

Process

opportunities


The role of consumer insights

  • What follows are recommendations & opportunities solely based on your consumer research… insights it revealed & thoughts it spawned

  • Hugely valuable tools ...


Consumer insights alone are insufficient

  • But truly great advertising & communications is not lead by consumers

  • Great advertising ideas & campaigns are built around brand truths… interpreted & communicated to connect with & motivate consumers


consumer

insight

brand

truth

The key to a big idea

  • Lies in the intersection

  • Understand consumers, but stay true to yourself


Getting Australia clicking

4 strategic territories

13 communication opportunities

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1. Digital potential

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i. Demystify digital

  • Computers & digital are inextricably entwined

  • Telecomms convergence is further blurring boundaries & other brands are encroaching on your turf


i. Demystify digital

  • Fine for the techno-savvy young & gadget guys

  • Scary for others

    • ‘do I need a computer?’, ‘I can barely find the scroll bar’

    • 45% think you need a computer, 20% don’t know a thing

    • 45% men, 36% women ‘very comfortable using computer’

  • Current awareness of digital is 85%, but camera ownership only at 4%


recruit to digital, increase % processed

i. Demystify digital

  • Drive take-up of digital & processing of digital images

    isolate digital cameras from computers


i. Demystify digital

  • Take computers out of the equation

    • focus on benefits of taking digital photos

      • immediate viewing

      • empowerment via selection/deletion

      • ensure high quality

      • large memory


i. Demystify digital

  • Take computers out of the equation

    • focus on benefits of commercial processing

      • optimisation: creative editing

      • quality: highest grade paper

      • value: we print the ones you want - no waste


i. Demystify digital

  • Take computers out of the equation

    • focus on digital delivering the basics

      • Ease of use: 21% of people want ‘automatic’ features & easy to use cameras

      • Quality of performance: 34% prioritise great photos

    • thus, digital becomes a ‘better camera’ not a form of telecommunication


drive sale of digital gear & % shots processed

ii. celebrate digital dichotomy

  • Digital is schizophrenic

    • A latter-day Polaroid (instantaneous, part of the moment, a social lubricant): photos for you, for now!

      • playful, naughty, fun

    • State-of-the art technology (considered, controlled, high quality): photos for everyone, forever!

      • grown up, sensible, discerning

        showcase this flexibility & duality


iii. recruit a new generation

  • Relative size of the younger cohort may be shrinking, but their absolute numbers are swelling

  • A new generation of consumers

  • Tomorrow’s young adults

  • Not growing up in a ‘camera orientated’ culture

    • a down-to-earth, unpretentious, outdoors culture

    • but a hi-tech era


recruit young digital users

iii. recruit a new generation

  • Challenge is to engage them on their terms

    • give photography a role in their world

    • de-stigmatise using a camera

  • Hypothesis: cost is not the key barrier to entry, but product relevance & brand connection is

    demonstrate digital photography as ‘social technology’ for their generation


iv. liberate creativity via digital

  • Potential to turn ‘cautious clickers’ ‘trigger happy’

    • via ‘no waste’, high volume aspect of digital

    • only 16% of those aware of digital know about ‘dud deletion’ - key education need

  • By freeing people from a commitment each time they press the button we have potential to excite them about broader opportunities


drive sale of digital gear & % shots processed

iv. liberate creativity via digital

  • Via commercial processing, offer ‘creative clinics’ & ‘creative services’ -thus build discernment

    • processing is unknown quantity to most ‘all the same’

  • Counter the belief that ‘artistry of photography is lost’


iv. liberate creativity via digital

  • Thus inspire creative trade-up

    • ‘I can be really creative with it’: 55%

    • ‘probably does a lot more than I know’: 53%

  • And desire to learn more about its flexbility

    give people creative licence


v. use technological seduction

  • Men more likely to have digital or SLR & to nominate ‘performance’, ‘automatic functions’, ‘other features’ & ability to be ‘creative’ as important

  • Fuel their replacement of ‘back of drawer camera’ (28% say their camera is ‘a bit old-fashioned … I feel behind the times’)

    • a trade-up / replacement strategy

    • a multi-camera household strategy (help consumers segment their own usage occasions)


drive no. & % of SLR & digital prints taken & processed

v. use technological seduction

  • Leverage the rational power of technology, challenge, skill

    • For SLR: celebrate the art of photography - thus recruit & further inspire ‘functional creatives’

    • For digital: celebrate its flexibility - its application for work & play, the prolific end-points of one photo

      showcase technical features & performance


2. Keeping it simple

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vi. retrieve the human dimension

“digital is focused on technology not output”

  • Cameras (still & video) all tending towards technology, design & fashion as raison d’être

  • Opportunity to go back to basics

  • The fundamental human & social value of photography

  • The power & magic of ‘the photo’


perpetuating

prolonging

enhancing

preserving

sharing

moments ...

remembering

reminiscing

stimulating

reminding

vi. retrieve the human dimension

show the true value of taking a photo & looking at a photo


increase the no. of photos taken & processed

vi. retrieve human dimension

  • Moments & memories are universal & democratic

  • Once the provenance of Kodak, the saliency & poignancy of ‘the moment’ has been lost

    • an emotional, sentimental territory - typically the domain of women, but potential to re-invent / subvert?

  • Implications for retail, where automation & clinical codes dominate

    • only 20% think retail processing chains take care


vii. champion simplicity

  • Digital may be where the ‘news’ is, but 56% of cameras owned are point & shoot

  • Most people’s ‘ideal’ camera is convenient & easy to use (more important than quality photos)

    • especially true for women & ‘youth’

    • suggesting a ‘type’ of photo they want to take: an unplanned, spontaneous one

  • This is the essence of many of the greatest photos


increase the number of 35mm & aps shots

vii. champion simplicity

  • People don’t read manuals, don’t understand film speeds … acknowledge this & work with it

    • e.g. icons on films, ‘leave the rest to us’: albuming service

  • Taking great photos is easy

    just add the moment


3. The end game: photos

CLEMENGER BBDO


viii. futureproof memories

  • What would you grab in a fire?

    • your photos

  • What are you most upset about when you lose your wallet?

    • your photos


drive the % of all prints processed

viii. futureproof memories

  • The ones you can’t stand the thought of losing that you should print

    paper - timeless technology


drive the % of all prints processed

ix. 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 of prints via tactility

    imagine a world where you can look,

    but not touch


drive the % of all prints processed

x. anticipation vs. instant gratification

  • Anticipation of getting the photos back is hugely enjoyable

    • “are they going to be good? That’s part of the game”

  • As is seeing a Polaroid appear

  • Digital is immediate …(but only 15% know this)


drive the % of all prints processed

x. anticipation vs. instant gratification

  • But commercial processing can add another element

    dial up the pleasure of anticipating & getting photos


x. anticipation vs. instant gratification

  • E.g. of ‘idea-stretch’:

    • Drive processing via the in-store experience

    • Currently this is largely a ‘non issue’ for consumers as it doesn’t have a role in the overall photographic experience

    • YET looking at photos immediately, in-store is common

    • Opportunity to make ‘in-store’ an issue, give it a significant & social role e.g. coffee shop as part of the store, Starbucks voucher tie-in


4. A natural part of life

CLEMENGER BBDO


photos

xi. exploit the photography life-cycle

CHILD

play

shots of everything

EMPTY NESTER

memories/connection

family & hols

YOUTH

social lubricant

schools / parties

FAMILY

duty / capture

firsts & hols

YOUNG ADULT

documentation / exploration

events & travel


xi. exploit the photography life-cycle

  • Process to product evolution

    • child: play

      empower youngsters, encourage parents to see role: an educational toy

    • youth: social lubricant

      alongside booze, dance, mobile phones, video games

    • young adult: documentation & exploration

      an ever-growing lifestage, defined by ‘me’ - keep the full story, not just the edited version

    • family: duty & capture

      reinstate & redefine role of the ‘family album’

    • empty nester: memories & connection

      life’s too short: live & share every moment


increase the no. of photos taken & processed

xi. the photography life-cycle

  • Role of ‘taking photo’ & of photo itself changes

  • Each segment in itself is a rich source of insights & opportunities

    tap into the needs & opportunities

    of each segment


xi. exploit the photography life-cycle

  • E.g. of tapping into role of photography of consumer sub-segment …

  • Recruit a new generation via ‘play’ & the value of ‘playing’

  • Idea stretch: kids photo competition - based on more lateral, but everyday, ‘challenges’

    • e.g. pics of … something funny, something in the sky, something sad, something new, etc.


xii. normalise photography

  • Photography has become more about expected experiences than unique one

  • “traditional” photo opportunities: ‘firsts’, weddings, parties, overseas holidays, births … diminishing due to sociocultural forces


increase all types of photography

xii. normalise photography

  • Lead by example … erode ‘specialness’ & conservatism of photography, thus drive / provide an alibi for ‘everyday’ photo-worthy moments

  • Challenge a perceived “appropriateness of occasion” & de-stigmatise being seen with camera

    See opportunity where others don’t


xii. normalise photography

  • E.g idea stretch

  • Broaden ‘photo occasions’ & motivate processing, by …

    • Cost of developing film included in theme park / museum entry (give voucher)

    • Present a pic for discounts with key retailers … e.g. send us a picture of you having a Happy Meal, get next one free; send us pic of you in new Just Jeans outfit - voucher for next purchase

    • Tap into quintessential Aussie pursuits for communications - BBQ, beach, bush


xiii. promote ‘boy scout’ photography

  • Widen photo occasions amongst younger target (18-24 year olds)

    • their best days & nights are often unplanned

    • 75% of 18-24 yos say at least one occasion in past 3 months I wish I’d brought a camera (50% of all people)

    • tapping into the “I wish I’d brought my camera” & “you had to be there” scenario


increase ‘youth’ photography & processing

xiii. promote ‘boy scout’ photography

  • Take photos now – you’ll thank yourself for it later

    • true value (rational & emotional) of photos only emerges much later, in hindsight

      don’t miss out & don’t regret anything


xiii. promote ‘boy scout’ photography

  • E.g. idea stretch

  • Get carrying a camera to be second nature ..

    • Tie in with Channel V … have special ‘photo bunny’ (bloke in suit!) released in various towns across Australia

    • You have to spot him & send in photograph to win $$$$


4 areas of creative & strategic opportunity

  • Digital potential

  • Keeping it simple

  • The end game: the photos

  • A natural part of life


13 specific recommendations

  • demystify digital: isolate cameras from computers

  • celebrate the dichotomy of digital: some photos for now & for you,

  • Some forever & for everyone !

  • recruit a new generation via digital (b4 telecomms/ audio brands do)

  • liberate creativity via digital

  • use technology (SLR & digital) to seduce

  • retrieve the human dimension: the emotional value of photos

  • keep it simple: ‘just add water = just add the moment’

  • timeless moments, timeless technology = paper

  • draw upon the tactility of photos: the power of touch

  • anticipation v. instant gratification = which do you want?

  • exploit the photography life-cycle: role of process & product

  • normalise photography - take quintessential Aussie life & add a camera

  • promote ‘be prepared’ photography


The Work

CLEMENGER BBDO


Front cover

Back cover


Inside Spread


In summary

  • A critical time for your industry

  • Globally: technology fragmenting & yet converging at an accelerating rate

    • traditional ‘camera brands’ under threat from telecomms, computer & digital brands

  • Australia: a market & a culture where ‘photography’ has never been entrenched as a noted national past-time

    • ‘traditional occasions’ decreasing


In summary

  • Clear need to safe-guard your turf & cause a renaissance in Australian photography

  • To inspire & educate people as the ‘why & how’ of taking photos & printing them


In summary

  • Perhaps to focus the entire industry around one aim: re-energise photography via the creative potential of digital

  • Or for each brand to look to itself: to its core competency & consider how best to interpret & communicate their essence in today’s marketplace


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