Checky: Pictures full of warmth

This case study shows how Checky, a Polaroid camera, successfully repositioned itself in the Chinese market by embracing its analogue nature rather than competing with emerging technologies.

Checky: Pictures full of warmth

Campaign details

Brand owner: Fuji FilmLead agency: BBDO and Proximity ChinaBrand: CheckyCountry: ChinaIndustry Cameras, photographyMedia: Events & experiential, Internet - display, Internet - search, Online video, Outdoor, out-of-homeBudget: 5 - 10 million

Executive summary

How can printed photos ever find its place in this era of smart phones and digital photos?

Checky (which takes polaroid-style pictures) found a way.

It began with the realization that Checky cameras could never win against smart phones which people now use as their default photography gadget...

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