[Agency: Havas PR North America]
Challenge: To revitalize the Polaroid brand—whose image had faded after years of setbacks in an increasingly digital age—and keep it relevant to the “now” in just four months.
Actions: First, we created the Polaroid Ambush series, a buzz program that literally placed the product in the hands of some of the hottest tastemakers of the day. Most notably, we got Polaroids to Andre 3000, lead rapper of Outkast, whose No. 1 single “Hey Ya!” featured the lyric “Shake it like a Polaroid picture.” He then used them during a “Saturday Night Live” appearance and a performance at the Vibe Awards. We used other in-the-moment celebrities, too, to reframe Polaroid as a unique experience and connected it to the target audience through the power of buzz.
Results: The Polaroid dance was born, and it will forever hold a key place in pop culture. Havas PR North America’s campaign generated the equivalent of more than $4 million in ads and increased online orders by more than 90 percent.