Kodak captures a moment in time on China TV

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