Polaroid: How living for a moment gave Polaroid a future - IPA Effectiveness Awards Case Study 1998

Brief Description: Despite a range of new products launched in 1992 Polaroid had been unable to compete with the 35mm film sector. The 'Live for the Moment' campaign capitalised on the product's 'instantness' and with TV advertising and Spice Girl sponsorship sales stopped their decline. According to RDSI qualitative research the advertising had affected purchase intentions and consumer attitudes. Ownership increased particularly amongst the young ;---(TAGS)--- Full Title: How living for the moment gave Polaroid a future ; Number: 1998/14 ; Brand Name: Polaroid ; Client: Polaroid Europe ; IPA_ProductCoding: Photographic (Cameras/camcorders etc.) ; Agency: BBH ; Author: Matthew Gladstone ;