Kodak Thinks It’s Time to Smile

On October 31st, Kodak will launch its first new TV brand campaign since 2005 – “It’s Time to Smile” will focus on the moments and relationships that define people’s lives and are captured in photography, via TV and web ads.

The brand effort resulted from the “Future of Reconnectivity” report commissioned by the Eastman Kodak Company, which evaluated the role digital imaging played across five countries.  One of the insights identified by the study was that, in tough times, people have a common desire to reconnect with loved ones, in part by sharing photos.

Following the study, one of Kodak’s first activations to deliver on this insight went viral during the Summer – the “Bright Side Tour” – featuring “The Compliment Guys.”  The two Purdue University students built an online following by sharing compliments, and began spreading Kodak’s “It’s Time to Smile” message.  Kodak also utilized social media with the “Smile Meter” application and Konga Line photo album on Facebook, as well as a corresponding photo-sharing iPhone app.

The first TV ad, “Little moments,” will focus on personalized Kodak Gallery photo books (and was developed by Ogilvy).  Kodak states:

“The Kodak brand has always been about human connections and capturing and sharing important moments,” said Leslie Dance, vp of worldwide brand marketing at Kodak. “‘It’s Time to Smile’ represents our commitment to helping our consumers strengthen their relationships, and make it easier to share moments and memories with family and friends.”

This sounds like a comprehensive campaign reaching consumers where their social photography currently resides – online and on social networks.  It will be interesting to learn what this campaign accomplishes for Kodak’s brand image and social currency, given the amount of digital cameras – and other brands – similarly promising to make consumers smile during these times.  As discussed on PSFK last week, Coke is also launching on a related search to define what makes people happy.

[via Brandweek]