Polaroid
New Polaroid TV line gets a ‘pizza’ of BWP action
Introducing the UK press to Polaroid’s new line of TVs
The Challenge
Reinforcing brand position
BWP introduced UK press to Polaroid’s new line of TVs, stocked exclusively in Asda. The aim was to get positive product placements and reviews in national press. BWP Group needed to reinforce the brand’s position in the TV category, leveraging affection for the brand, its strong TV position in Asda and visibility of the product in key press.
The Solution
Creative journalist engagement
We wanted to make an impact with something memorable yet functional, balancing brand nostalgia with brand evolution and heritage with current consumer tech. The idea of creating a pizza box came from thinking: what do most people eat when watching TV? A blank pizza box was branded with key messaging and filled with circular inserts featuring the technical and product detail, as well as an actual pizza of course! Then the full night-in experience package, including the TV, was delivered to ten carefully selected journalists who tucked into pizzas in Polaroid branded boxes washed down with Brewdog PUNK IPA beer.
“Great job on the creative idea! It looks fantastic, great job!” Customer enquiries were also received in-store immediately after the Newspaper coverage was published, demonstrating impact among our target audience and that print still has a firm place in PR when the content stands out!”
-Michelle Galt, Director of Marketing, PolaroidThe Impact
Securing top-tier media
13 pieces of review coverage including significant appearances in the National Newspapers and Supplements, National Tech Magazines and Social Media.
