New Polaroid TV line gets a ‘pizza’ BWP action
Polaroid launched its brand-new range of TVs
In partnership with Asda last month, BWP was tasked with securing premium review opportunities with target journalists. We welcomed the challenge with open arms, as Polaroid is a long-standing client and friend, and we love rolling-up our sleeves to produce creative concepts for this iconic brand.
The Polaroid brand name has an historic affiliation with cameras, so our job was 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. At 83 years young and loved around the world, the Polaroid brand embodies retro cool and creativity, which we needed to communicate alongside the key message that Polaroid TVs are exclusive to Asda.
We started with the basics - what you do in front of the telly? Enjoy a cuppa with a biscuit? Maybe a takeaway? Invite your mates round to share a few beers and watch the footie? The common thread was food and drink, so marrying this with Polaroid TVs became the objective.
Our Design Director, Tim Davies came up with the concept, “We wanted to make an impact with something memorable yet functional, balancing brand nostalgia with brand evolution, heritage with current consumer tech. Rather than supplying a standard spec sheet, the pizza box became the vehicle. A blank box was branded with key messaging and contained circular inserts featuring the technical and product detail, as well as an actual pizza of course! Adding the branded Asda receipt with RRP and contact information helped to create a coherent package and strong recall with the journalists.”
Initial press outreach secured interest from journalists with titles including Express Newspapers, The Sun, Stuff and Tech Radar. Then, once ready, the full night-in experience package was delivered to ten carefully selected journalists who tucked into pizzas in Polaroid branded boxes washed down with Brewdog PUNK IPA beer.
So far eight pieces of review coverage have appeared with a further seven pieces secured, including significant appearances in the Daily Star and The Sun. The client is delighted with both the creative outcome and the press placement results, commenting: “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!
Watch this space for final results once the campaign is all wrapped up!