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Kodak Launches New Integrated Marketing Campaign: It’s Time To Smile
28 Oct 2009
Eastman Kodak Company believes “It’s Time to Smile.” This tagline for the company’s new year-long, fully integrated marketing initiative is at the heart of the brand’s dedication to strengthening and deepening relationships through sharing images. The campaign began with social media activities supported by public relations in summer 2009 and will be capped off with a dedicated advertising push that starts October 31.
Recent research points to the fact that relationships are suffering across America; people feel lonelier than before. Kodak is responding to this alarming trend by reminding consumers that “It’s Time to Smile”—especially during the period of bleak economic news over the last year. Through its distinct heritage of capturing and sharing important moments through photography, Kodak is in a unique position to reinforce its iconic brand attributes while helping consumers improve their relationships, drawing on the finding that almost all Americans (93%) agree sharing photos bring people closer to friends and family. The multi-faceted relationships campaign was developed to reach consumers at a national and local level through both online and offline engagement, as well as a television advertising launch, bringing “It’s Time to Smile” to life by focusing on the relationships and moments that define our lives. These 15- and 30-second spots will run through the holiday season.
“The Kodak brand has always been about human connections and capturing and sharing important moments,” said Leslie Dance, VP, Worldwide Brand Marketing at Kodak.
“‘It’s Time to Smile’ represents our commitment to helping our consumers strengthen their relationships and make it easier than ever to share moments and memories with family and friends.”
Recognizing that relationships are struggling, Kodak commissioned the “Future of Reconnectivity” report to analyze how U.S. and European populations assess their relationships, and the role that digital imaging plays in facilitating deeper bonds. Across five countries, the study found a common desire for people to reconnect with loved ones in the face of numerous barriers that prohibit individuals from reaching out to others. The study also found that digital photography and the sharing of personal images is helping to bridge this divide as respondents indicated that photos make them feel closer to friends and family by serving as reminders of past enjoyable moments shared with one another.
To support its relationship platform and help consumers reconnect, Kodak identified the existing cultural trend of “BrightSiding” (creating moments that bring people together and make them smile), as well as existing “BrightSiders” who were already practicing the trend. In July 2009 Kodak teamed with the “Compliment Guys,” two Purdue University students who had built a following by sharing free compliments and generally brightening the days of fellow students. The Compliment Guys spread the Kodak “It’s Time to Smile” message by bringing smiles and free compliments to 10 cities along the east coast. The Kodak BrightSide Tour was supported with a dedicated blog (BrightSideTour.com), as well as traditional and social media engagement.
After spreading smiles with the BrightSide Tour, Kodak announced three new social media applications that are making it easier and more fun to share smiles and photos:
Kodak Konga Line: This new Facebook application allows users to create community photo albums surrounding an event or theme. Invite friends to share their images and watch the Konga line grow.
Kodak Smile Meter:Kodak’s new Facebook application invites users to send custom smile messages to brighten a friends’ day. The application maintains a running message total—the Smile Meter.
Kodak Smile Maker: A new free iPhone application which lets users paste unique smiles over their favorite photos, then share with family and friends.
Beginning in the fourth quarter of 2009, television and web advertising will launch, bringing “It’s Time to Smile” to life by focusing on the relationships and moments that define our lives. The 15- and 30-second TV spots will run through the holiday season.
For more information about the Kodak Smile campaign, please click here.
Recent research points to the fact that relationships are suffering across America; people feel lonelier than before. Kodak is responding to this alarming trend by reminding consumers that “It’s Time to Smile”—especially during the period of bleak economic news over the last year. Through its distinct heritage of capturing and sharing important moments through photography, Kodak is in a unique position to reinforce its iconic brand attributes while helping consumers improve their relationships, drawing on the finding that almost all Americans (93%) agree sharing photos bring people closer to friends and family. The multi-faceted relationships campaign was developed to reach consumers at a national and local level through both online and offline engagement, as well as a television advertising launch, bringing “It’s Time to Smile” to life by focusing on the relationships and moments that define our lives. These 15- and 30-second spots will run through the holiday season.
“The Kodak brand has always been about human connections and capturing and sharing important moments,” said Leslie Dance, VP, Worldwide Brand Marketing at Kodak.
“‘It’s Time to Smile’ represents our commitment to helping our consumers strengthen their relationships and make it easier than ever to share moments and memories with family and friends.”
Recognizing that relationships are struggling, Kodak commissioned the “Future of Reconnectivity” report to analyze how U.S. and European populations assess their relationships, and the role that digital imaging plays in facilitating deeper bonds. Across five countries, the study found a common desire for people to reconnect with loved ones in the face of numerous barriers that prohibit individuals from reaching out to others. The study also found that digital photography and the sharing of personal images is helping to bridge this divide as respondents indicated that photos make them feel closer to friends and family by serving as reminders of past enjoyable moments shared with one another.
To support its relationship platform and help consumers reconnect, Kodak identified the existing cultural trend of “BrightSiding” (creating moments that bring people together and make them smile), as well as existing “BrightSiders” who were already practicing the trend. In July 2009 Kodak teamed with the “Compliment Guys,” two Purdue University students who had built a following by sharing free compliments and generally brightening the days of fellow students. The Compliment Guys spread the Kodak “It’s Time to Smile” message by bringing smiles and free compliments to 10 cities along the east coast. The Kodak BrightSide Tour was supported with a dedicated blog (BrightSideTour.com), as well as traditional and social media engagement.
After spreading smiles with the BrightSide Tour, Kodak announced three new social media applications that are making it easier and more fun to share smiles and photos:
Beginning in the fourth quarter of 2009, television and web advertising will launch, bringing “It’s Time to Smile” to life by focusing on the relationships and moments that define our lives. The 15- and 30-second TV spots will run through the holiday season.
For more information about the Kodak Smile campaign, please click here.
Leo Burnett: Carla Michelotti Receives Chicago Advertising Federation Award
28 Oct 2009
The Chicago Advertising Federation (CAF) has awarded Carla Michelotti, Global Chief Legal, Government and Corporate Affairs Officer of Leo Burnett Worldwide, with the 2009 American Advertising Federation (AAF) Silver Medal Lifetime Achievement Award.
Established in 1959, the AAF Silver Medal award recognizes individuals who have made outstanding contributions to the field of advertising. This is only the second time the CAF has presented the award to a woman and the first time it has given this honor to an attorney.
The Chicago Advertising Federation presents individuals with this distinguished award as recognition for their efforts to further the industry standards while promoting creative excellence and social responsibility. Michelotti received the award at a Chicago Advertising Federation luncheon at Maggiano's restaurant in downtown Chicago in front of audience of friends, family, past and present colleagues and industry leaders.
"The Chicago advertising community has long been a robust community of industry leaders," said Michelotti.
"I can only accept this award with thanks to CAF and with recognition of the Leo Burnett legal department. I will always be proud of it, and of the work that we have done together for the best clients in the world."
Michelotti has legal responsibility for the global Leo Burnett Group of companies, including government and community/industry affairs. She is a member of the Leo Burnett Worldwide Global Leadership Council, with legal responsibility for the range of legal issues impacting the business. Over her career, she has worked extensively with industry thought leaders and governments all over the world, confronting industry issues related to commercial speech, digital communication, and consumer protection. Michelotti is recognized as one of the industry's foremost authorities on a broad scope of legal issues pertaining to all forms of commercial communication, including behavior marketing.
"The Silver Medal Award is the result of a lifetime of giving back," says CAF Board and Silver Medal Award Committee Member Rocco Smeriglio, Partner of Yahoo!
"Carla has always had the unique ability to see the unseen potential in something and capitalize on its strengths. Carla is one of those individuals you want on your side."
Michelotti is a trustee of DePaul University and of the Illinois Equal Justice Commission and on the Boards of the National Advertising Review Council, the American Advertising Federation, The International Advertising Association, as well as the House of the Good Shepherd, Junior Achievement of Chicago, Athena International and Girl Scouts of Greater Chicago and Northwest Indiana. She is a Fellow of the American Bar Association and Illinois State Bar association; a member of The Chicago Network; the Justinian Bar Association, The Chicago Bar Association and The Economic Club of Chicago.
Michelotti was chairman of the AAF in 2003-2004 and was influential promoting "connecting the dots" as internal branding within the AAF. As Chairman, she encouraged the organization to place greater focus on creative excellence by enhancing the Addy awards and also furthered the communication and sharing of recourses among the corporate, academic and club AAF members. In 2008 the AAF awarded Michelotti the Barton Cummings Gold Medal in recognition of her success as an industry leader.
Michelotti has received numerous other honors including the IAA Global Medal of Merit in recognition of her work promoting self-regulation and freedom of commercial speech. She was named to the Today's Chicago Woman Hall of Fame in 2003; was named the "2003 Chicago Ad Woman of the Year" and was selected in 2004 as the DePaul University's College of Law "Outstanding Service to the Profession" honoree, and in 2006 she was awarded the Justinian Society's Award of Excellence.
The Chicago Advertising Federation, now celebrating more than 105 years of serving the Chicago advertising community, is one of the country's largest advertising organizations. The CAF is dedicated to the growth of the advertising industry in the Chicagoland area. Representing more than 115 companies, the CAF works to increase diversity within the industry, and to educate members and the community on advances in the profession. The CAF is affiliated with the AAF, which advocates for the nations advertising industry.
Established in 1959, the AAF Silver Medal award recognizes individuals who have made outstanding contributions to the field of advertising. This is only the second time the CAF has presented the award to a woman and the first time it has given this honor to an attorney.
The Chicago Advertising Federation presents individuals with this distinguished award as recognition for their efforts to further the industry standards while promoting creative excellence and social responsibility. Michelotti received the award at a Chicago Advertising Federation luncheon at Maggiano's restaurant in downtown Chicago in front of audience of friends, family, past and present colleagues and industry leaders.
"The Chicago advertising community has long been a robust community of industry leaders," said Michelotti.
"I can only accept this award with thanks to CAF and with recognition of the Leo Burnett legal department. I will always be proud of it, and of the work that we have done together for the best clients in the world."
Michelotti has legal responsibility for the global Leo Burnett Group of companies, including government and community/industry affairs. She is a member of the Leo Burnett Worldwide Global Leadership Council, with legal responsibility for the range of legal issues impacting the business. Over her career, she has worked extensively with industry thought leaders and governments all over the world, confronting industry issues related to commercial speech, digital communication, and consumer protection. Michelotti is recognized as one of the industry's foremost authorities on a broad scope of legal issues pertaining to all forms of commercial communication, including behavior marketing.
"The Silver Medal Award is the result of a lifetime of giving back," says CAF Board and Silver Medal Award Committee Member Rocco Smeriglio, Partner of Yahoo!
"Carla has always had the unique ability to see the unseen potential in something and capitalize on its strengths. Carla is one of those individuals you want on your side."
Michelotti is a trustee of DePaul University and of the Illinois Equal Justice Commission and on the Boards of the National Advertising Review Council, the American Advertising Federation, The International Advertising Association, as well as the House of the Good Shepherd, Junior Achievement of Chicago, Athena International and Girl Scouts of Greater Chicago and Northwest Indiana. She is a Fellow of the American Bar Association and Illinois State Bar association; a member of The Chicago Network; the Justinian Bar Association, The Chicago Bar Association and The Economic Club of Chicago.
Michelotti was chairman of the AAF in 2003-2004 and was influential promoting "connecting the dots" as internal branding within the AAF. As Chairman, she encouraged the organization to place greater focus on creative excellence by enhancing the Addy awards and also furthered the communication and sharing of recourses among the corporate, academic and club AAF members. In 2008 the AAF awarded Michelotti the Barton Cummings Gold Medal in recognition of her success as an industry leader.
Michelotti has received numerous other honors including the IAA Global Medal of Merit in recognition of her work promoting self-regulation and freedom of commercial speech. She was named to the Today's Chicago Woman Hall of Fame in 2003; was named the "2003 Chicago Ad Woman of the Year" and was selected in 2004 as the DePaul University's College of Law "Outstanding Service to the Profession" honoree, and in 2006 she was awarded the Justinian Society's Award of Excellence.
The Chicago Advertising Federation, now celebrating more than 105 years of serving the Chicago advertising community, is one of the country's largest advertising organizations. The CAF is dedicated to the growth of the advertising industry in the Chicagoland area. Representing more than 115 companies, the CAF works to increase diversity within the industry, and to educate members and the community on advances in the profession. The CAF is affiliated with the AAF, which advocates for the nations advertising industry.