FUJIFILM - FinePix XP20

How could you possibly break into an already-dominated retail category? Well… that’s exactly what FUJIFILM did with its FinePix XP20 product launch. With a range of models and features far superior to any close competitor, Olympus completely controlled the waterproof digital camera market. All indications suggested a barrier to entry that simply said “don’t even try.” But in just three short months of intense product development, FUJIFILM changed all that. Instead of building another “me-too” waterproof digital camera that would blend into the existing sea of options, they honed-in on what the active lifestyle target consumer was missing – style and durability. The FUJIFILM FinePix XP20 strikes the perfect balance between the technology customers need and the attitude they really want. But then came the real challenge. We knew that for this product to be successful, the launch had to be perfect. We saw no better time to launch a waterproof digital camera than summer, so we aggressively aggregated the media spend over just a few short months. Then, we layered in a beautiful mix of print, online and out-of-home advertising, as well as GPS targeted mobile billboards. The risks paid off tremendously. The stunning creative and masterfully executed media plan were investments that paid for themselves multiple times over in business and sales impact.