Client: Eastman Kodak
Agency: Partners + Napier
Territory: North America
Kodak has revived its longstanding “Kodak moment” slogan and reinvented it for the Facebook era. Eschewing the megapixel race and technobabble that is usually found in camera marketing, Kodak wanted to re-establish an emotional connection with its customers. The film-cum-camera maker is specifically targeting young women with families who it sees as the guardians of the household photo album. Its new cross-media campaign focuses on a range of cameras that make it easier to e-mail a photo or post it on to Facebook or Flickr.
In the simple, softly lit television ad that leads the campaign, a proud father holds his newborn baby in his arms. He takes a photo of the child and quietly explains how excited his relatives will be to see the picture, an easy process thanks to the camera’s share button. His wife smiles approvingly from her hospital bed. “The real Kodak moment happens when you share,” says a voiceover.
Kodak is already very active in social media, with employees dedicated to listening to customer feedback on Twitter and Facebook. This campaign combines the emotional hit of TV with online engagement through kodakmoments.com. Additional online ads explain how the product works, which balances out some oversimplification in the TV segment.
Sentimental ads seem to be becoming a trend but this updated Kodak moment pushes the right emotional buttons.
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