The "Kodak Moment" concept is all about capturing special moments
in life, whether during celebrations or simple, daily routines.
To promote the concept in China, Kodak produced a special drama series
to highlight the "Kodak Moment" idea.
One of the communications objectives of the campaign was to raise
overall picture-taking frequency in China, where the market has yet to
reach its full potential.
MindShare, the media agency of Kodak in China, came up with the idea of
producing a syndicated drama series to communicate Kodak's brand
values.
The television drama genre was selected for family viewing and because
it was an effective medium to communicate Kodak's brand value of sharing
special moments with family and friends.
Also, television drama series are a successful vehicle for building high
recall and educating audiences about the quality of Kodak products and
its Express Shop services.
The drama series highlighted Kodak film's brand values through a
tailormade story, which incorporated dramatic scenes which communicated
the "Kodak Moments" of taking photos and building up trust for Kodak
Express Shop services.
Despite the fact that Kodak has more than 4,000 Kodak Express Shops
across China, the shops had lower brand awareness than the Kodak film
itself.
The four-week campaign reinforced the "all-round" Kodak photo concept to
consumers in all Kodak markets in China, including second and third-tier
markets.
The drama series achieved above average TV ratings, as well as good
word-of-mouth publicity.
In addition to regular commercial spots tagged inside the drama, there
was also lots of branding exposure throughout the series.
The drama series cut media costs by 30 per cent compared to regular TV
spot buys, a factor made crucial by Kodak's limited advertising
budget.
Kodak gained extra audience impression and communicated brand value
beyond normal reach and frequency on media deliveries.
Kodak Express Shops also significantly increased shop traffic and more
than 80 per cent of the shops ran out of stock of a special photo frame
which was promoted on the TV series.
* This ongoing National Geographic Showcase series features selected
material from winners and other entries in the Best Use of Media
category in MEDIA's Agency of the Year Awards 1999.
