The sleek, pocketable Access -- which comes with a wrist strap -- is the lightest and smallest of Kodak's eight one-time-use cameras, making it easy for busy Generation Xers to take with them, said Eric Lent, director of marketing, one-time-use cameras and youth marketing at Kodak. "Our vision for the one-time-use camera business is to get consumers to think of these products essentially as accessories" like cell phones or beepers, he said.
Access is compact because it uses a small Advanced Photo System (APS) film cartridge, which produces 4-by-7 inch prints, larger than the standard 4-by-6 inch prints from Kodak's 35-millimeter offerings.
The Access TV campaign from Saatchi & Saatchi, New York, which breaks on network and cable channels including E!, Lifetime Television, MTV and VH1, follows on the heels of Kodak's May push for the MAX Flash, a teen-targeted one-time-use camera that is the cornerstone of the company's five-year, $75 million youth marketing effort (AA, May 1).
Kodak is No. 1 in the $765 million disposable camera category, with a 60% share of the market for the 52 weeks ended April 23, according to Information Resources Inc. The MAX Flash is the leading brand in the sector with a 29.3% share.
CONVENIENT AND ACCESSIBLE
"It shows the direction Kodak is going in terms of making [picture-taking] convenient and easily accessible, and advertising it and creating a product for different groups than the traditional demographic of housewives," said Ulysses Yannas, an analyst at Buckman, Buckman & Reid. Mr. Lent calls the Access "the sexy, high-tech toy of the summer."
The 30-second spot shows a twentysomething woman using her Kodak Access in a series of activities. In one scenario, the camera dangles from her wrist as she pushes off a climbing wall. In a poolside scene, she grabs the Access stored in the hip of her bikini bottom just in time to snap a photo of the male friend she pushed into the water. The final scene shows her stash the camera in her boot while she speeds off on her Vespa motorbike. With a funky techno music beat in the background, the voice-over says: "It goes everywhere. It does anything. It fits just about anywhere, kind of like you."
The ad ends with the line, "There's no place it won't fit in," which carries through to the print ad breaking in July consumer magazines like Entertainment Weekly and In Style, with two more executions to follow in September issues. The ad will also run in local, alternative newsweeklies.
Mr. Lent would not reveal spending on the campaign but said the media plan is comparable to that for this year's youth push. Kodak spent $156 million on measured media last year and $7.5 million on one-time-use cameras, according to Competitive Media Reporting.
The spot also includes the URL for the Access microsite (kodak.com/access), which is co-branded with E! Online. Through the partnership with E!, Kodak will offer users behind-the-scenes Web-casts of events including the American Fashion Awards in June and the Emmy Awards in September.