|Agency: Bartle Bogle Hegarty||Author: Karen Hand|
Live for the moment, not in the past:
How could a unique product possibly be stagnating?
When Polaroid Europe appointed BBH in December 1994, the company was looking for international advertising that would galvanise its business. Overall, sales for Europe looked good; however, this was primarily due to extraordinary growth in both camera and film sales in Russia over the previous couple of years, triggered by the newness for Russia of instant photography technology and the appeal of photographs you could have for yourself immediately without fear of anyone viewing them during the processing. If the Russian effect was removed from Polaroid's European business then sales in domestic Europe were shown to have remained flat over the previous five years.