Black Prints

Background

Earth Hour is a Sydney based initiative that raises awareness about global warming and encourages people to take action. People were asked to turn off their lights for one hour, between 8 and 9pm, on Saturday 29 March. For this year’s Earth Hour, Kodak decided to get on board. To get the message out to as many people as possible, they decided to utilise their selected Kodak Express stores scattered across Sydney.

Idea

Singleton had Kodak Express stores manually insert a black digital print into the front of every customer’s picture wallet. The idea highlighted how a picture would turn out if it were taken during Earth Hour. Furthermore, the black print contained a call to action showing the time and date of Earth Hour. It was a cost-effective, highly-targeted and simple way to get a lot of people excited about a fantastic cause.

Results

Overwhelming feedback from staff and customers alike, with several customers emailing positive feedback to head office, outlining their appreciation of the black prints and the event. As such, the client now wants to look at running this idea nationally next year. There’s also talk of loading the black print onto the digital photo booths, so they print automatically with each order.

Target Audience

Kodak Express customers

Size

Selected Sydney Kodak Express stores

Our Thoughts

It was the Ozzies who created Earth Hour a year ago and have been exporting the idea to other cities around the world in 2008. It’s good to see other brands piling in to support it. This simple idea suddenly makes me feel warmer towards Kodak than I have done for years. It makes them relevant as well as approachable and will have more effect on the brand than any recent TV commercial.