KODAK

The initial digital introduction was not a big success. People didn’t understand how to use the camera and were not pleased with the photos they took. This led to “lost” souvenirs of precious memories and Kodak sells memories.

Mindcode uncovered a “camera cemetery”. When people were unhappy with their photos, they tended to discard the camera as useless. The task for Kodak was to instruct the buyer as to how to use it. This helped to reverse this trend.

Mindcode discovered that the digital era, contrary to expectations, was coming very fast. They discovered that neither money saving nor film were incentives to buy a digital camera, but the emotional appeal of instant gratification was motivating. The task for Kodak was to help their consumers build instant memories of the moment when the camera was used.