New Saatchi & Saatchi Spot Targets Younger Consumers
NEW YORK–Eastman Kodak will expand its Gen Y-focused initiatives for its Advantix Access camera line via a new TV spot by Saatchi & Saatchi, a cause-marketing campaign with Tommy Hilfiger and five new camera styles.
The New York shop’s commercial breaks Aug. 14. The spot shows three teenage girls knocking on the front door of a house. A young boy answers, saying, “Hello, dorks,” and the three ask if his big brother is home. Two of the girls nudge a third through the door; she runs upstairs with an Advantix camera, appears in a doorway and snaps a picture of the bare-chested boy, who is clearly stunned. At the conclusion, the girl throws the camera to one of the friends and shouts, “Boxers!” Kodak is one of three major single-use camera giants (Polaroid and Fuji are the others) trying to renew interest in the demo.
Spending wasn’t available for Kodak’s latest effort, part of a five-year plan to spend $75 million targeting younger consumers.
Kodak is teaming with Hilfiger and Seeking Harmony in Neighborhoods Everyday (Shine) by featuring Advantix cameras in 1,600 Hilfiger stores. A contest will reward the 10 best photo collages with an anti-violence theme; the top winner gets a trip to New York and a $500 shopping spree at a Hilfiger location. Winning collages will also be featured in Kodak outdoor ads, including at Times Square, New York.
“We did a lot of work; trying to understand issues that are important to teens and youth violence was a top concern,” said Eric Lent, Kodak’s director of marketing, one-time-use cameras and youth marketing.
Research also spawned two new Advantix accessories: Teenage girls were asked to provide input on designs, with the top ideas put up for a vote on the teen Web site Alloy.com. The winning result was a neoprene model in black or purple that hooks to a backpack or belt loop and another that looks like a purse, but does not have to be removed to take pictures. Joining the craze for multicolored products, Kodak is also shipping Advantix models in deep blue, orange and violet hues.
Kodak Readies Push as Part of $75 Mil. Effort
