Get the Picture

Get the Picture
March 31, 2004
Fuji's quiz creative helps users narrow the search for a digital camera.
Creative Notes
Firefox compatible.
Campaign Details
Client: FujiFilm
Creative Agency: Sharpe Partners
Technology Vendor: PointRoll
Campaign Insight

Sharpe Partners wants to deliver results: meet our Client's Brand objectives and shatter the industry average for every metric, every time. The Pointroll technology gives us the flexibility to get the results we want. The Fujifilm Digital Camera execution built awareness of Fujifilm Digital Cameras, with CTRs topping 4.4 percent. 
--Kathy L. Sharpe, Chief  Executive Officer, Sharpe Partners

The Fuji ad does an amazing job of putting the user in control of the advertising experience.  This adds value to both parties.  1) The user can complete the experience by finding out which camera is right for them and can decide to either click through or go back to what s/he was doing. All of this in a manner that is nonintrusive.  2) The advertiser can communicate an entire message and gain any user data on how they interacted with the unit, not to mention tracking which cameras were most popular. At the end of the day, Fuji wanted to generate more sales for their camera and wanted to accomplish this in a way that was consistent with current online behavior. The PointRoll FatBoy survey/quiz execution allowed Sharpe Partners to accomplish this goal for Fuji.
--Mario Diez, New York Sales Director, PointRoll

Editor's Note
Creative Showcase is meant to be a teaching tool and an inspiration for our readers. We comment only on creative that we really love. Our panelists discuss what makes it great, but if they feel there were missed opportunities that would have made it better, we invite them to mention those. And finally, we seek out a wide range of opinions that reflect the marketplace for the panel, in order to provide constructive, useable feedback for agencies, clients and others involved in these creative pieces.
The Panel

I really like what this ad offers me as a user. Selecting a digital camera is not easy, but this ask-then-suggest format makes it easy to narrow down your search within the Fuji line. It's easy-to-use (although I thought the arrow and the accompanying copy were a bit confusing), the screens change quickly in response to my answers, and the final recommendation pops up quickly. I hope this is the start of a trend, because this is a good example of what the Internet can do that no other medium can. Nice work, Fuji and PointRoll!
--Lee Watters, Executive Editor

Hard part first: I don't love how it looks or acts. The generic typeface, the sharp edges, the quick elastic punch of the type - all kind of bugged me. But I'll lay off the subjective stuff because PointRoll has never represented themselves as a group of art directors or designers, but rather, an advertising technology provider.

And it is in this regard that I consider the ad to be a symbolic one. Hopefully, this will finally start the trend that will bring the features and functions of the Web site destinations out into the ads which represent them. Few, far too few, advertisers take advantage of the inherent, transactional opportunities allowed them through platforms like Unicast and PointRoll. So commendations to Fuji for engineering a user-initiated experience that delivered a message specific to my preferences. 

From here, my hope is that Fuji will soon migrate beyond the "personal shopper" concept and incorporate more valuable exchanges with prospects that could impact sales offline (presumably where the majority of digital camera purchases take place): a zip code retail store locator, a form where I could enter my e-mail address for upcoming promotions, the download of a barcoded coupon... But let's take it one step at a time.     
--Fred Jorgensen, Director of Multimedia Strategy, Titan Digital

I love the opportunities that large space and expandable digital units give us. The strategic and functional intent of this piece for FujiFilm (and I thought this was for digital cameras), is solid, it is the execution that falls short of the opportunity that the strategy and PointRoll can give.

The piece fell apart almost immediately for me from the somewhat clunky design, to the blinking arrow. But what really was a silly miss was from a user experience design, the type tells me, "Move Your Mouse Here to Find Your Digital Camera" with an arrow that points at the camera. Well, my user expectation is that something cool happens when you mouse over the camera. Nothing happens -- I need to move my mouse anywhere left of the camera and the banner opens. Oops.

The quiz is a fine idea, but if I make a choice on part one, and decide it is wrong, I can't go back. I can't click on "1" I am stuck moving forward. When I get to the end and the camera that best fits my criteria is chosen, I am then given cursory info, and the ability to "find out more" or choose from three other series of cameras to be more comparative. Again, hugely disappointed, they don't allow more info yet to stream into this space, and want to take me away. To start with a piece that has a smart intent, and begins by developing some brand courtesy by pushing me content to take me through purchase consideration and then drops the ball.

This Fuji piece begins with the right intent, but on so many levels just does live up to the promise. I wish they had spent the time to look after me as a consumer to be smarter, deeper and more convenient.
--Glen Sheehan, Executive Creative Director, AKQA

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