Advertising Students Compete for the ‘Best Campaign’ Title
UAE, April 19th 2012: FUJIFILM, a leader in cameras and imaging technology has partnered with the American University in Dubai (AUD) to host a competition for its advertising students. The competition revolved around creating a detailed campaign plan for the newly launched X-Pro1 Camera, an all-new interchangeable lens camera system which was launched at the GPP 2012 (Gulf Photo Plus 2012 photography event) in Dubai Knowledge Village.
“The X-Pro1 was a huge hit at the CES 2012 earlier this year bagging several awards. It is now our flagship model and we wish to create a strong campaign to showcase its innovative technology and vast capabilities to customers,” said Keitaro So, General Manager, Fujifilm Electronics Imaging Division, MENA.” Fujifilm has partnered with AUD, a highly reputed university here in Dubai and we have been presented excellent work from the students enrolled in the advertising course. It was extremely interesting to get the perspective of these creative students and in turn it has given them hands-on experience working with a multinational brand.”
The winners were selected by the Fujifilm team along with the AUD faculty. The team which exhibited the best overall campaign was to be awarded the Fujifilm XP20 shockproof camera and have their campaign integrated with the national scale marketing campaign.
Dr. Sara Kamal, Assistant Professor of Marketing Communications said, “I am a big advocate of co-operative education projects which bridge the gap between theory and practice. The students and I are excited to be entrusted with such an interesting initiative which showcases the students’ talents and approach to communications problem solving. This collaboration allowed students to apply their knowledge in MCOM and creative strategy towards an exciting product. I am delighted that the team at Fujifilm enjoyed the new perspective and ideas brought forth by our student teams.”
The competition began on 28th March 2012 with an introduction to Fujifilm and the X-Pro1 where students were inducted to the Fujifilm brand and the unique selling points of the camera. They also got to test out the camera around the university campus giving them the experience of actually using the X-Pro1 to understand it better.
Students were then asked to create a detailed campaign to promote the camera involving mass media tools such as advertising, public relations and social media. They were allowed to select any or all of these tools for their overall campaign working within a fixed budget of AED 1,000,000. Additionally, a core component was the campaign slogan which had to resonate the key message. The competition concluded on 17th April 2012 at which point the winners were announced. The winning team consisted of Lama Abdelqade, Salma Hussein, Sarah Kammoun and Zaha Sadek who created an outstanding campaign focused on the interchangeable lenses of the X-Pro1. They were each awarded the Fujifilm XP20 as a prize and offered an internship at Fujifilm as recognition for their efforts.
About Fujifilm
FUJIFILM Middle East FZE is a subsidiary company of FUJIFILM Corporation. FUJIFILM Middle East is based in Jebel Ali Free Zone, Dubai. A leader in the distribution of technologies that provide the backbone for state-of-the-art Imaging, Graphic Arts, Medical Imaging, Photofinishing, Recording Media and Motion Picture products, Fujifilm Middle East stands proud as a proven solutions-provider. For more information, visit http://www.fujifilm-mea.com
Samer Marzouq
Digital Media Superhero, Online Marketing Pro, Mad-Men Fellow, Tech Junkie, Advertising Whiz, Chief-Blogging-Officer, Bilingual Copywriter, Amateur Photographer
