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June 2007 - Strategy Magazine
Upfront

PICK FROM ABROAD: Take a picture, it lasts longer

by Annette Bourdeau
page 8

Sao Paulo, Brazil-based agency Santa Clara recently replaced bathroom mirrors with Polaroid cameras at insurance industry trade fairs and road shows around Sao Paulo. The effort aimed to reinforce the brand's "instant" capabilities in the face of growing competition from digital cameras, and was commissioned by Polaroid Brazil.

"The main market for the instant camera (at least here in Brazil) is the insurance industry, so it's basically a B2B action," explains Fernando Campos, partner/CD at Santa Clara.

At press time, there were no reports of insurance divas throwing tantrums and demanding mirrors to check their lipstick.

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