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Kiran Aditham is a Business Management grad from the University of Central Florida, Aditham earned his stripes as a freelance writer in music/arts publishing.

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Avenue A | Razorfish Helps Kodak Capture “Mom”

Written on
Jan 24, 2006 
Author
Kiran Aditham  |
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Avenue A | Razorfish Helps Kodak Capture “Mom”

While generation X, Y and beyond have been raised in the digital age, a few key demographics have been lost in the technological shuffle. At a time when the media, marketers and agencies have to keep up just to stay alive, it’s nice to see a few well-known brands take a couple of steps back and bring those displaced folks up to speed.

With the creative assistance of agency-of-record Avenue A | Razorfish, Kodak and its Consumer Digital Imaging Group have launched an interactive campaign that aims to educate and inspire consumers — specifically mothers – with picture projects, gift and party ideas for digital pictures.

“One of the challenges that Kodak has been facing, as they turn into a more digitally-oriented company, is how they help their primary target — which is mom — get her camera or desktop [photos] printed and on paper,” Pete Stein, Senior VP and GM at AA | Razorfish, tells ADOTAS.

So how did Avenue A | Razorfish answer the challenge and ease mom into the era of digital photography?

The agency developed a microsite called “Simply Pictures”, featuring an interactive home, “One Kodak Lane”, which inspires visitors to get creative with their digital pictures. Following a video introduction by the mom of the house, the Flash-enabled site takes you through four separate rooms of the home — namely the kitchen, family room, bedroom and office — which showcase the vast consumer products and services from Kodak. By demonstrating the creative use of digital pictures in a real home, One Kodak Lane puts a human face on digital photography and creates some compelling reasons to print digital pictures.

Being both educational and cross-promotional at the same time, AA | Razorfish client manager Missy Foristall explains the conceptual background of this campaign. “They came to us with the idea that they wanted to not only teach users the different options for printing,” she says, “but also about what they call “printertainment” ideas in terms of how you take your digital pictures and use them to create fun projects. That was their main objective of the site, the house metaphor was [created by] us.”

As digital cameras have become standard electronic goods, Kodak has stepped up to the plate as consumers are looking for easy ways to print their digital pictures. According to AA | Razorfish, both new digital camera owners and seasoned photographers will find projects and products for all skill levels on the microsite.

The AA | Razorfish group ensures that the house — which actually opened during a soft-launch on “Black Friday” last year – will evolve continually throughout 2006, with both agency and Kodak plotting online media buys in the process. “Pete [Stein] highlighted the importance of the mom in the whole project,” says senior strategy manager Todd Thiessen. “But the reason why the house metaphor also works is that in the different rooms of the house, some areas might be the mom’s domain, but other areas like the bedroom could be the child’s domain. And there’s also the home office area, where dad or professional women can [engage in] crafting. So not only can we update projects within the different room, but we can add rooms as the house needs as well.”

Stein notes that in essence, the campaign aims to help moms and traditionally-oriented consumers overcome the hurdles that technology often bears. “The great thing about Kodak is regardless of how mom wants to print — whether at home or in the store or at one of their kiosks — they’ve got an option,” he says. “The core objective here was to communicate that message, but…in a way that was really easy to grasp and really comfortable for the mom. Generally speaking, mom owns the picture-taking and dad owns the desktop. So, we wanted to help her get over the hurdle of dealing with technology to get what the wants, which are the prints. So we did everything we could to warm [her] up by using video and audio to make it personal, trying to make each room really look like a house that mom can relate to.”





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