Kodak captures a moment in time on China TV

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.

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