Smart marketing in the past led “Kodak Moment” to become a part of the vernacular. But in a time when so many people take pictures on their phones — and fail to print them out regularly — the idea has become a bit of an anachronism.
Until now. Kodak Moments, the consumer-facing side of Kodak Alaris, is releasing a new premium photo-printing platform that will help people find, curate and print the moments that matter to them most. The company is supporting the launch of the program with its largest marketing campaign in recent memory.
“People no longer [just] want to go into a store to print their photos,” Rob Smith, CMO for Kodak Moments, tells Marketing Daily. “What we wanted to laser in on is, you have thousands of photos in your phone, but you never really look at them.”
The new Kodak Moments app includes a functionality that searches for images on a mobile device’s camera roll to identify meaningful photos, and automatically displays them on Kodak Moments products for simpler ordering. For those who have enabled mobile payment on their devices, the displayed products can be ordered in three taps, he says.
“You can literally [make] three touches, and the product will arrive some days later,” Smith says.
The company is also releasing “Moments Assistant,” a Facebook Messenger bot that will help users find and suggest similar moments from their Facebook albums. Consumers who find and share a photo identified by the bot will also have the opportunity to have a Moments card of that photo sent to anyone in the continental U.S.
In conjunction with the product launches, Kodak Moments is debuting its largest national ad campaign in recent memory. The effort, developed with Chapter, a San Francisco studio that also developed the Moments Assistant bot, enlisted photographer Martin Parr to tell the story of eight groups of people going through the authentic moments in their lives, and turning those moments into printed photos and products.
“When you ask people what a ‘moment’ is, they respond with something that is personal and unique to them,” Smith says. “We wanted to find a way to capture real, everyday moments.”
The ads, in both printed and video form, will be placed in areas where consumers are creating, re-living and sharing memories, such as airports and on airlines (when people are traveling to and from family gatherings), and in holiday movie marathons over Halloween, Thanksgiving and during the Christmas season. (The spot will also run during the NFL’s Thanksgiving Day broadcast.) Given the natural tie between photographs and social media, the campaign will also have a heavy social component. (Noble People in New York developed and executed the media strategy.)
“You can find your way into it in very different ways,” Smith says. “It all comes from ‘Kodak Moment’ and this moment in culture that we’re losing our connection to what is real and authentic.”