The half-hour program will mark the first TV ad support for the new product, marketed under the Digital Science brand. The infomercial will air next month and is being created through Kodak agency Ogilvy & Mather Worldwide, New York, and A. Eicoff & Co., Chicago, for Kodak's Digital & Applied Imaging division.
Kodak's first infomercial in 1993 also was for a Digital Science brand, backing the Photo CD picture storage medium. J. Walter Thompson USA, New York, did that infomercial.
INTEREST IN INFOMERCIALS
Kodak joins other well-known brands and an upcoming host of prescription drugs in making more frequent use of direct response TV to tell their stories. Some like Beiersdorf's Nivea, which is looking at a direct sales concept for a product called Nivea Vital, are creating new sub-brands with this approach to avoid alienating retailers.
The DC-210 infomercial will look at the future of photography; that future may be pricey, with the Kodak product costing about $900. The DC-210 is shaped like a point-and-shoot camera and can download digital pictures to a computer, without wires, through an infrared device. Pictures can then tie in with the Kodak Picture Network, an Internet photo service unveiled in August that allows photo sharing. Print advertising for the DC-210 broke last month.
Last year, Kodak supported the lower price DC-40 camera with $2 million in media spending.
BETTING ON TECHNOLOGY
Under CEO George Fisher, Kodak has placed a big bet on technology. But after a year of disappointing profits, the company is facing increasing pressure from investors to make changes and is expected to announce layoffs and a reorganization on Nov. 11.
O&M won the Digital & Applied Imaging business in December 1994 and Kodak's branding assignment nine months later, on the strength of a hip, youth-oriented approach.
Kodak's previous discussions with Saatchi & Saatchi Worldwide's Kid Connection to go even more youthful-reaching out directly to children-remain on hold.
Meanwhile, Kodak's humorous campaign from O&M for the Advantix Advanced Photo