Ketchum, Saatchi team up on promotion that backs one-time-use camera
Kodak targets snap-happy teenage girls in a six-week, late- summer promotion with The WB Network put together by Ketchum, here.
The effort, which is complemented by a TV spot that breaks today and print ads from Saatchi & Saatchi, backs the one-time-use PLUSDigital camera.
"Each year the client picks key products for teen programs," said Barri Rafferty, who runs the Kodak account at Ketchum. "It's always for a group looking for the coolest thing."
The public relations firm turned to its youngest staff members for ideas, and they identified the online diaries known as blogs as the latest teen trend. Linking with The WB, Ketchum compiled a free CD that includes tips for teens on how to use the camera to create their own blogs. It also has celebrity photos and a preview of the network's fall lineup. Clips from shows such as Smallville, Witchblade and Gilmore Girls are mixed with sweepstakes, trivia contests and MP3 music downloads.
Kodak is negotiating with The WB for a celebrity-spokesperson promotion, to run from Aug. 4 through Sept. 15. Sources said one possibility is Allison Mack from Smallville.
Whoever is signed "will have a celebrity Web log and lots of tie-ins with tips for teens," said Rafferty, adding that the tech component will be very straightforward. "Teens are highly technical but also techno-lazy. If it takes too long, if it's not easy to do, they'll move on."
Eric Lent, director, youth marketing and kiosks in Kodak's Atlanta office, said teen girls make up the company's largest consumer group.
"Taking pictures is core to a teen girl's life," Lent said. "You're trying to figure out who you are, trying on different values, cliques, clothes. Taking pictures facilitates that process."
Saatchi in New York has created a 30-second spot airing on The WB, as well as on MTV and teen programs elsewhere. Print ads will run in back-to-school editions of YM, Seventeen, Teen People, Elle Girl, Cosmo Girl and Scholastic.
The commercial focuses on a girl named Jane, who, equipped with her one-time-use digital Kodak, snaps photos of cheerleaders, socialites and punks. In her room with her friends, she uses the digital CD to create a variety of selves, cutting and pasting her head on the bodies of the other girls she photographed.
The execution, and Jane's journey of self-discovery, ends when one of her friends takes control of the mouse and unites Jane's head with Jane's body.
"The camera is a tool, a conduit for Jane's journey," said Jill Novak, management director for Saatchi. "Ultimately the message we tell is a larger social message ... be who you are."
Print ads focus on how the camera works. In one shot taken in a high school, a rocker is placed in the middle of a choir photograph. A headline, "How would you make things different?" is followed by copy describing what can be done with the camera.
Ogilvy & Mather, New York, handles Kodak's general marketing account.
Kodak spent $195 million in media for all of its products in 2002, according to TNS Media Intelligence/CMR.