Fujifilm - Eterna500

This is the story of how a global brand, with historically strong Canadian sales and share, was losing momentum, only to be revitalized by a fresh Canadian approach to its strategy and advertising.
Agency: john st.

Fujifilm – Eterna500

Winner: Business to Business - GoldBest Launch - Gold


Business Results Period (Consecutive Months): April 1, 2005 – March 31, 2006 (Fiscal '05)

Start of Advertising/Communication Effort: May 2005

Base Period for Comparison: April 1, 2004-March 31, 2005 (Fiscal '04)

The motion picture film business in Canada has two competitors, Kodak with over 70% share, and Fujifilm with the remainder. With the shift of major productions away from Canada the film business was suffering. This was the environment facing the launch of Fujifilm's Eterna500 early in 2005. The launch broke conventions in...

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