Eastman Kodak Company (NYSE: EK) announced today the launch of a new advertising campaign, a large-scale effort named “Real KODAK Moments” that includes television, online, experiential and retail elements. Born from the insight that with changes in technology and communication, the true value of great images is created by the bond givers and recipients feel by sharing them, the campaign refreshes the iconic Kodak Moment and announces that, “the real Kodak Moment happens when you share.”
The new brand campaign includes many product proof points to demonstrate the way Kodak’s innovations deliver on the promise of making sharing easier. A television spot featuring a father and newborn in the hospital, for instance, highlights cameras with ‘share’ buttons that enable users to easily upload their images to their e-mail, FACEBOOK and YOUTUBE.
“The ‘Kodak Moment’ has been known and loved worldwide in reference to capturing a great image,” said Leslie Dance, VP of Worldwide Brand Marketing at Kodak. “With the changes in technology and communication, it’s not just about capturing great images, but about the connection both giver and recipient feel by sharing them. It’s that emotional tie and the act of sharing that transforms a picture or video into a Kodak Moment.”
As part of the campaign, Kodak has also launched KODAKMoments.com. Distinct from traditional photo-sharing sites, KodakMoments.com offers a unique way to share and respond to meaningful moments through their emotional and experiential content. Visitors to the site can upload their moments from their desktop or social network sites like Facebook and YouTube. Contributors are asked to title their photo and describe its significance, and choose the emotion that they most closely associate with it. Other users, upon viewing a photo and its description, are prompted to contribute their own feelings by tagging an emotion. In that way, a community and dialogue are created around human emotions, linking diverse individuals and perspectives. Kodak will also showcase individual contributions on the site’s homepage, spurring conversation around consumer content.
“Kodak understands that it’s the human interaction with imaging that creates value, and Kodak creates technology to make it easier to make, manage and move that information,” said Sharon Napier, CEO of Partners + Napier, the Rochester-based agency that created the campaign. “By providing a living, breathing testament to the power of sharing, it is creating a global community around people’s most special moments. Kodak is simply one of those brands that people love to love because everything it does facilitates how people remember, share, and celebrate themselves and each other.”
“We live in a time when friends and families aren’t able to gather in person as frequently as we’d like, and for that reason, a family’s ‘Chief Memory Officer’ – often mom – has an increasingly big responsibility to maintain that feeling of closeness,” said John Roberts, Chief Strategy Officer of Partners + Napier. “With this campaign, Kodak is helping her turn great images into something that binds people together through the simple act of sharing.”
To reintroduce the Kodak Moment, the campaign will engage consumers at numerous touchpoints, ranging from traditional media and online to more experiential components in Times Square and Disney World. Additionally, the new “Kodak Moment” has also been integrated into the ninth season of the Celebrity Apprentice on NBC.
About Partners + Napier
Established in 2004, Partners + Napier is an independent, full-service ideas agency that is results oriented and BS averse. The agency serves local, national and global clients, including Eastman Kodak Company, Constellation Wines U.S., Excellus BlueCross BlueShield, UPS, Bausch & Lomb, Wegmans, Thule, and Sorrento and President Cheese. The company has offices in Rochester, NY, and Atlanta, GA. To learn more about Partners + Napier, visit http://www.partnersandnapier.com/
About Kodak
As the world’s foremost imaging innovator, Kodak helps consumers, businesses, and creative professionals unleash the power of pictures and printing to enrich their lives. To learn more, visit www.kodak.com and follow our blogs and more at www.kodak.com/go/followus.
More than 75 million people worldwide manage, share and create photo gifts online at KODAK Gallery – join today at www.kodakgallery.com.
Kodak and Kodak Moment are trademarks.
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