Why did Fujifilm choose the couple Na Hyun-woong and Nam Young-seo? The synergy of reality content and Instax marketing.
Hello! Today, we'll be taking a deep dive into the Fujifilm [instax mini evo cinema - couple edition] ad, featuring the hottest models, [Na Hyun-woong & Nam Young-seo], who created countless "over-immersive" fans through the YouTube video "72-Hour Blind Date" and demonstrated chemistry that rivals that of a real couple (or even a fling), from a marketing perspective.
Typically, camera ads use top stars or professional models to emphasize "coolness." But why did Fujifilm choose an ordinary person (influencer) who became a hot topic on YouTube reality shows? And what marketing strategy does the tagline "An instant film with us in it" embody? Let's unravel the brand's intentions hidden within this exciting ad.
💑 1. Model Strategy: The Power of Reality to Inspire "Over-immersion"
The biggest factor in the success of this ad campaign is undoubtedly the selection of models. Na Hyun-woong and Nam Young-seo became known to the public through a reality-based entertainment program, rather than a staged drama.
Authenticity Marketing: Consumers now respond more strongly to the "real stories" of people similar to themselves or those they rooted for than to perfectly staged celebrity performances. The exchange of glances and natural skinship between the two characters stems from their "real chemistry" not from acting, and evokes a powerful sense of empathy in viewers, making them want to film like that with their partner.
Narrative Expansion: For the fandom that rooted for the couple through "72 Hours Blind Date," this commercial feels more than just a product ad, it's a spin-off of their story. This plays a crucial role in increasing viewer retention, ensuring viewers watch the entire commercial.
🎬 2. Concept & Message: Elevating everyday life to "cinema"
The main tagline for the commercial is "An instant film filled with our love." This emphasizes that the Instax Mini Evo isn't just a simple recording tool, but a "romantic object" that transforms an ordinary date into a movie scene.
Cinematic Direction: The ad maintains the tone and manner of an actual movie trailer or emotional vlog. Warm lighting, shaky handheld camera work, and point-of-view shots capture each other, giving viewers the vicarious satisfaction of being the protagonist of a romantic film.
Analog Sensibility: The Mini Evo's unique characteristics, combining the convenience of a digital camera with the emotional impact of film, are perfectly captured through the keyword "cinema."
📸 3. Product USP: The Allure of Hybridity
In the ad, the two models constantly turn dials and pull levers, visualizing the Mini Evo's unique usability.
100 Expressions: The ability to combine 10 lens effects and 10 film effects to create 100 different feelings was naturally showcased by matching them to the couple's diverse date locations and facial expressions.
The Handy Feel of the Print Lever: Rather than taking a photo and printing it immediately, the analog gimmick of pulling the lever was emphasized. This is a key feature that provides a fresh, fun and "handy" experience to the digital natives of Generation Z. The models' enjoyment of pulling the lever demonstrates that the product's user experience (UX) itself is a form of play.
🎯 4. Target Analysis: Gen Z couples enjoying "Lovestagram"
This ad clearly targets couples in their 20s and 30s and Gen Z.
Positioning as a Date Essential: For couples bored with the same old-fashioned date routine of eating and going to a cafe, the Instax Mini Evo is a "play" and "memory-making" tool. The ad whispers, "With this camera, your date will be special."
Polco: For a generation that enjoys the "polco" (Polaroid decoration) culture of printing out their photos and attaching them to each other's phone cases or diaries, the Mini Evo is the perfect item for selecting and printing flawless photos.
🖼 5. Visual & Music: Audiovisualization of Excitement
The sensuous visuals and music enhance the commercial's perfection.
Color Grading: The overall warm, yellowish tone, or the faded, vintage-filtered visuals, enhance the emotions of "first love," "thrill" and "nostalgic."
BGM: The soothing yet romantic acoustic or indie pop background music blends with the two models' conversations and laughter, creating the feeling of watching a music video. Instead of excessive sound effects, the shutter and film rolling sounds are incorporated to create ASMR-like effects, enhancing the immersion.
📈 6. Marketing Implications: The Right Match Between Influencers and Brands
The [instax mini evo X Na Hyun-woong & Nam Young-seo] ad is a prime example of how brands should leverage influencers.
Rather than simply using influencers with a large following, the team identified individuals whose narratives best matched the product's core values (emotion, record, and couple). This allowed the ad to feel less commercial and, as a form of content, to be voluntarily shared and consumed by consumers. Reactions like, "This couple looks even prettier in the photo," quickly led to a desire to purchase.
📝 Conclusion: We too, like the protagonists in the movie
The Fujifilm instax mini evo ad delivered the message, "Every moment spent with a loved one is a movie," in a trendy and compelling way.
Just like the fluttering eyes of Na Hyun-woong and Nam Young-seo, couldn't your date become a romantic movie the moment you pick up your instax mini evo? For couples looking to create special memories, this ad will be a powerful purchase trigger.
This concludes our analysis of the Instax Mini Evo ad marketing, which captures the authenticity of reality. We'll be back with another exciting brand strategy story in the next post!
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