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PRESS RELEASE: New Print, TV, Outdoor and Promotional Campaign Introduces The Greens, Fujifilm's Fictional Snap-Happy Family
ELMSFORD, N.Y.--(BUSINESS WIRE)--Nov. 11, 2002--Fuji Photo Film U.S.A., Inc.
Brand-Building Efforts for Traditional and Digital Products
Designed to Help Consumers "Get the Picture"
As part of a broader communications effort that highlights the many ways in which the brand interacts with a broad range of camera users, Fuji Photo Film U.S.A., Inc., today launched a multimedia advertising campaign that shows how fun and easy it is to take pictures and make prints of life's everyday events using Fujifilm's wide choice of conventional film and digital photography products.
To dramatize this point, Fujifilm is introducing a fictional family known as "The Greens," a name play on the color with which the company is so strongly identified. The television campaign, which was created by Publicis New York, consists of three, true-to-life, 30-second scenarios in which the Greens, a quirky, highly photo-active family use conventional film or digital photography to record an important impromptu event in their lives.
The national television campaign will break on tonight's episode of NBC's "Crossing Jordan" and will run on such high-profile network TV shows as NYPD Blue, Alias, The Practice, ER, Law & Order and West Wing. It will also run on cable networks including TLC, Discover, VH1, Nick at Nite, USA, TBS and others.
Consumers will meet The Greens in print as well. Full-page ads will run in such consumer publications as Wired and People Magazine, and photo enthusiast publications like Popular Photography.
Fujifilm will round out the effort with outdoor advertising, two national FSIs and an online sweepstakes. Outdoor advertising will feature The Greens mailbox revealing Fujifilm products inside, and the line, "What Cool Families Use." In addition, on November 17 and December 8, the Green family will appear in a total of almost 100 million newspaper inserts across the country along with coupons for Fujifilm Superia X-TRA and Nexia film, QuickSnap one-time-use cameras, 35 mm and APS film cameras, camcorder videotapes, blank recordable DVDs and Digital Camera Developing services. Finally, starting November 20, consumers will be able to enter an online sweepstakes to win one of five of The Greens' mailboxes filled with a vast array of Fujifilm film, cameras and digital cameras. The sweepstakes will be promoted on www.fujifilm.com, Yahoo, Nickjr.com, Ivillage.com, Babycenter.com, ABCnews.com as well as C-Net.com, Tom's Hardware.com and Bloomberg.com.
"Our tagline,' Fujifilm Get The Picture', is really a mantra," said Joan Rutherford, Vice President, Advertising/Marketing Communications, Fuji Photo Film U.S.A., Inc. "The Greens' life, like that of most American families, is full of all kinds of everyday unexpected picture-taking opportunities. That these commercials show this through a humorous take on real-life emphasizes the brand's appeal to the average young family who is too busy living to worry about technology."
Rutherford notes that the Greens represent virtually every kind of picture taker from the amateur snapshooter to the advanced photographer. Adding, "And they dramatize how fun everyday picture-taking and picture-making can be while showcasing our QuickSnap Flash one-time-use camera, the cool looking Q1 film camera, the Fujifilm FinePix F401 digital camera and the easy-to-use, widely available Aladdin Digital Photo Center."
Ads Are Part of Broader Branding Effort
The Greens campaign is just one component of a broader branding effort that underscores Fujifilm's ability to quickly understand and respond to the needs of its consumer, professional, business and retail customers in the United States. Toward that end, Fujifilm has launched a number of educational initiatives that demonstrate the brand's market leadership. These include Fujifilm's Digital Camera Developing Campaign, which is helping to educate consumers about the convenience of digital printing at retail and retailers about its profit potential; the FinePix Picture of America(TM) Tour, giving consumers nationwide a hands-on chance to see how easy it is to shoot, store, print and share digital images; www.datastorageuniversity.com, which offers a playful, interactive look at digital image storage; and the newly revamped www.fujifilm.com, making it simple for all types of customers to seek information about a broad range of imaging products and services.
Humorous Spots Show A Family With A Broad Consumer Profile
The Greens themselves represent the spectrum of consumer photographers. Mr. Green is an advanced amateur photographer who loves to shoot with Fujifilm's range of digital cameras. Mrs. Green likes to use Fujifilm 35 mm and QuickSnap one-time-use cameras. Kellie, their teenaged daughter, is a fan of Fujifilm's Nexia Q1, a trendy-looking APS film camera. And Stewart, the always-scheming six-year-old, is happy to take pictures with whatever camera he can get his hands on.
In one spot called, "Date," Mr. Green and Stewart have some fun with Kellie's unwitting date, Chad. Mr. Green takes a picture of the young couple with a Fujifilm FinePix F401 digital camera, immortalizing their prank. In a second commercial entitled, "Miracle," Mrs. Green takes a picture of Mr. Green with a Fujifilm QuickSnap Flash as he performs a `miraculous' chore - vacuuming. Kellie and Stewart are bewildered by their father's actions. In the third spot, "Charade," Mr. Green, whose family is away on vacation, combats his longing for his family by perfecting a game that requires the use of a Fujifilm Aladdin Digital Photo Center. His endearing creativity is then interrupted by the early arrival of his family from their trip. Kellie captures the occasion with a Fujifilm Nexia Q1 camera.
"This new campaign is intended to further strengthen Fujifilm's leadership in the category and its relevance and appeal to consumers," said David Corr, executive creative director of Publicis in New York. "The Green family, in humorous, offbeat vignettes, bring Fujifilm's extraordinary family of products to life by giving ordinary people the power to create special occasions out of regular everyday situations."
The commercial production credits for "The Greens" at Publicis New York include: David Corr, Executive Creative Director; Tom Godici, Sr. Principal, Creative Director (art director for The Greens); Mark Bernath, Principal, Associate Creative Director (copywriter); Mary Ann Kurasz, Producer; Will Speck & Josh Gordon (directing team); Omaha Productions (production company); and Gavin Cutler at MacKenzie Cutler (editor).
Fuji Photo Film U.S.A., Inc. is the U.S. marketing subsidiary of Fuji Photo Film Co., Ltd. of Tokyo (FUJIY), a leading global manufacturer in three business segments, including Imaging Solutions, Information Solutions and Document Solutions. Recognized for its technological innovation and high quality, Fujifilm offers a complete portfolio of imaging, information and document products, services and e-solutions to retailers, consumers, professionals and business customers. The company is committed to preserving not only images and information, but also the environment.
The complete Fujifilm product portfolio in the U.S.A. includes: professional and consumer film and cameras; digital imaging products, including cameras and printers for commercial and consumer use; digital minilabs and kiosks; photographic paper and photofinishing supplies; professional motion picture film; high-capacity floppy disks, CDs and DVDs, tape cartridges and other data storage media; videotape and audiocassettes; professional and consumer optical discs; microfilm and other micrographic products; and graphic arts film, conventional and digital printing plates, analog and digital color proofing systems, drum and flatbed scanners, imagesetters and computer-to-plate systems. Fujicolor Processing, Inc., a subsidiary of Fuji Photo Film U.S.A., Inc., provides wholesale photofinishing through a network of laboratories across the country.
Fujifilm e-Systems is a subsidiary of Fuji Photo Film U.S.A., Inc., that develops workflow solutions to support the company's photofinishing labs and consumer photographic businesses, including online imaging services such as Fujifilm.net.
For additional Fujifilm information, members of the press are encouraged to send inquiries and requests to email@example.com. Consumers seeking information should contact Fujifilm's Consumer Information Services team at 800.800.FUJI or firstname.lastname@example.org."
Publicis in New York is the flagship office of Publicis in the U.S., the $1.2 billion U.S. unit of the Paris-based Publicis Groupe S.A. (NYSE:PUB - News). The Publicis Groupe has 38,000 employees serving the world's leading brands from offices in 109 countries. With projected worldwide revenues of $4 billion, it is the world's fourth-largest communications company and among the fastest growing in its category.
(First posted on Tuesday, November 12, 2002 at 00:45 EST)