The camera Gen Z is crazy about? 2024 retro trends revealed in the Instax Mini Evo ad.
Hello! Today, we'll be taking a deep dive into the "Cinema - Creator Edition" commercial for the Fujifilm Instax Mini Evo, a camera that sold out like hotcakes thanks to its combination of analog sensibility and cutting-edge technology, from a marketing perspective.
Typically, camera commercials feature top actors and actresses demonstrating its capabilities. However, for this campaign, Instax chose Nam Young-seo and Lee Chae-won, influencers beloved for their unique personalities on Instagram and YouTube, instead of big-name celebrities.
Why did Fujifilm make this choice? And what meticulous strategy lies behind the tagline, "An instant film containing us"? Let's unpack the brand's big picture.
📸 1. Product Positioning: The Pinnacle of Hybrid: The "Mini Evo"
First, you need to understand the characteristics of the product featured in this ad, the "Mini Evo." The Minievo is a hybrid instant camera that combines the sensibility of an analog film camera with the convenience of a digital camera.
100 Expressions: Combine 10 lens effects and 10 film effects to create a total of 100 unique photo styles.
Selective Printing: After taking a photo, you can select and print only the photos you like, even smartphone photos.
The product's USP (Unique Selling Point) of "customization" and "fail-safe results" perfectly aligns with its target audience: "creators" who desire to express their individuality. This advertisement uses the metaphor of "film" to illustrate this product's versatility.
👯♀️ 2. Model Strategy: Between "Admiration" and "Empathy," Influencer Marketing
The most noteworthy aspect is the model strategy. Models Nam Young-seo and Lee Chae-won are influencers known as "mood goddesses."
Wannabe Lifestyle:
To consumers (especially Generation MZ), these aren't distant TV celebrities. Instead, they're the "older sisters" and "friends I want to emulate" they encounter daily on their Instagram feeds. Seeing them play with cameras evokes the thought, "If I bought that camera, I could take such emotional photos, right?"
Masters of Visual Storytelling:
Living the "Creator" subtitle, both models are adept at expressing themselves through photography and video. Instead of awkwardly holding the camera, they turn the lens dial and press the shutter with a natural, professional touch. This makes the product seem more than just a machine: a "fashion item" and a "tool for self-expression."
🎬 3. Concept & Message: Turning Everyday Life Like a Movie Scene
The main tagline of the ad is "An Instant Film of Us."
Specializing the Ordinary: By showcasing the most ordinary moments of laughter and chatter with friends through black-and-white film and vignette effects, the ad delivers the message, "Every moment of yours can be a scene from a movie."
Emphasis on Analog Actions: Intermittently, the sound of the film lever being pulled and the "clunk" of the lens being turned are emphasized, reminiscent of ASMR.
This visually and aurally conveys the "taste of the hand"—a new yet hip experience for the digital native generation—and stimulates a desire for ownership.
The video's tone and manner also utilize warm natural light and vintage colors, reinforcing Instax's signature emotional brand identity.
🎯 4. Target Analysis: Generation Z and the "Polku" Culture
This ad is clearly targeting Generation Z, particularly the 1020 generation of women who enjoy the "Dakku" (diary decoration) and "Polku" (Polaroid decoration) cultures.
The desire for records and ownership: While smartphone galleries hold thousands of photos, Generation Z still prefers the tangible, physical quality of instant photos. For them, photos aren't just files; they're "goods" to be pasted on walls and tucked behind phone cases.
Social Media Affinity: The models' outfits (city boy, vintage) and the backdrops in the ads are filled with so-called "Instagram sensibilities." They seem to whisper, "With this camera, your Instagram feed could be this pretty."
🎞 5. Marketing Implications: Selling "Mood," Not Functionality
While camera ads of the past listed "specs" like megapixels and zoom capabilities, the Instax Mini Evo ad thoroughly sells "emotion" and "mood."
Instead of technically explaining the 100 lens effects, the ad features models taking photos of each other and laughing while viewing the results.
This demonstrates the brand philosophy: "Function is secondary, what matters is the time and atmosphere we share together."
Furthermore, instead of spending on big-name marketing, they employed influencers who closely connect with their target audience, achieving both authenticity and cost-effectiveness.
📝 Conclusion: Your Day Becomes a Cinema
The [Instax Mini Evo X Influencer] ad is a masterpiece that captures the essence of "a camera is a tool, but a photograph is a memory" in a trendy way.
Like models Nam Young-seo and Lee Chae-won, if we had a Mini Evo, wouldn't we be able to transform our dull day into a scene from a wonderful independent film? For those who want to instill the romance of analog within the convenience of digital, this ad is a perfect temptation.
This concludes our analysis of the Fujifilm Instax Mini Evo ad marketing. We'll be back with more interesting brand insights in the next post!
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