CLEMENGER BBDO

1. CLEMENGER BBDO

2. Photo Imaging Council of Australia Research - Strategy - Action Tuesday 3rd September 2002 CLEMENGER BBDO

3. 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

4. PICA research strategic & tactical implications & opportunities for future consumer-facing communication sponsorship advertising retail promotions packaging Your brief to us advertising

5. Broad learnings CLEMENGER BBDO

6. Market issues your research highlights • Global • Convergent technologies & accelerating innovation • Traditional competitive landscape being re-defined • Digital stand-out area of growth

7. 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

8. Market issues your research highlights • Industry Catch 22 • Safeguard tradition: film • Champion innovation: digital

9. 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

10. 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

11. Towards specific recommendations CLEMENGER BBDO

12. recruitment take more print more consumers trade up INSPIRE EDUCATE 2 over-arching tasks

13. research consumer: motivation & mindset camera: technology insights occasion: type & frequency market: sociocultural forces advertising retail sponsorship promotions packaging Process opportunities

14. 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 ...

15. 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

16. consumer insight brand truth The key to a big idea • Lies in the intersection • Understand consumers, but stay true to yourself

17. Getting Australia clicking 4 strategic territories 13 communication opportunities CLEMENGER BBDO

18. 1. Digital potential CLEMENGER BBDO

19. i. Demystify digital • Computers & digital are inextricably entwined • Telecomms convergence is further blurring boundaries & other brands are encroaching on your turf

20. 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%

21. recruit to digital, increase % processed i. Demystify digital • Drive take-up of digital & processing of digital images isolate digital cameras from computers

22. 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

23. 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

24. 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

25. 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

26. 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

27. 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

28. 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

29. 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’

30. 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

31. 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)

32. 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

33. 2. Keeping it simple CLEMENGER BBDO

34. 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’

35. 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

36. 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

37. 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

38. 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

39. 3. The end game: photos CLEMENGER BBDO

40. 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

41. 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

42. 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

43. 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)

44. 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

45. 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

46. 4. A natural part of life CLEMENGER BBDO

47. 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

48. 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

49. 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

50. 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.