KINKO'S 60-SECOND OSCAR SPOT SIGNALS OPENING NIGHT OF "KINKO'S - WE'RE DOING MORE" BRAND CAMPAIGN

National Branding Effort Stars Kinko's Products and Services, Channels, Strategic Alliances, and Co-workers

Campaign Features Comedic Actor Ryan Stiles as "Kenny" the Co-worker

      VENTURA, Calif.—March 19, 2001 —Kinko's, Inc.— the world's leading document solutions and visual communications provider - will raise the curtain on its new national advertising campaign with a rare 60-second spot during Sunday's broadcast of the Academy Awards on ABC. Kinko's yearlong campaign is valued at more than $30 million and introduces the company's new positioning and tagline, "Kinko's - We're Doing More."
      The campaign comes to life through "Kenny," the customer-focused, dedicated and ever-clever Kinko's co-worker. Kenny is played by Ryan Stiles of ABC's hit programs, "Whose Line Is It Anyway?" and "The Drew Carey Show." In each ad, Kenny is shown serving his customers' needs in a variety of entertaining scenarios that show how Kinko's is doing more to provide the professional services customers need to get the best results. Each ad highlights a variety of attributes designed to expand Kinko's brand positioning.
      "Customer research has shown that Kinko's has extensive brand awareness around our copy shop heritage, but we've also learned that our brand attributes have not always kept pace as we increased our breadth of products, services, channels and partnerships," said Laura Kurzu, Kinko's vice president of marketing. "The 'Kinko's - We're Doing More' campaign is designed to evolve the Kinko's brand to more closely associate with the reality customers find in our branches and online."
      Each element of the "Kinko's - We're Doing More" campaign is built on a foundation of three elements:


      "To convey this new positioning through the experiences of a central character, we knew we needed just the right actor. That's why we are so delighted to welcome Ryan Stiles as 'Kenny,' a character who pays tribute to the extraordinary customer service and problem-solving abilities of Kinko's co-workers," said Kurzu. "Ryan's quick wit, improvisation skills and warm sense of humor are qualities we see in our co-workers, and they are qualities that enable Ryan to tell the Kinko's story in a way that is both entertaining and endearing."
      Created by TBWA/Chiat/Day in Los Angeles, Kinko's new brand campaign is aimed at entertaining and informing Kinko's three core audiences, including small office/home office (SOHO), commercial and personal customers.
      "People think of Kinko's as a copy shop, but Kinko's has become a lot more. We wanted to create a campaign to reflect the reality of what is rather than the myth of what was," said Tony Stern, creative director for TBWA/Chiat/Day. "Since Kinko's co-workers are the delivery system for the breadth of products and services Kinko's now delivers, we developed the perfect co-worker: enthusiastic, resourceful, knowledgeable and yes, cool. Kenny was born. And there's no better talent more suited to play him than Ryan Stiles."
      The television spots were directed by Tom Routson of Tool of North America. Routson is known for likeable humor and masterful use of comedic timing in the ads he directs, such as the Budweiser lizard, "Got Milk?" and AFLAC duck spots.

Campaign Elements
      Three television spots, entitled "Nightmare," "Feeding Time" and "New Guy," form the centerpiece of the campaign. All three spots conclude with a voice-over and a scrolling graphic that communicates Kinko's new positioning, "Kinko's - We're Doing More."
      Print and radio will accompany each television effort. Print ads will begin appearing this month in a variety of lifestyle and business magazines including Family Fun, Forbes, Fortune, Inc., Money, People, Oprah, Real Simple and Time. Radio spots will appear in select top local markets. In Kinko's branches, customers will notice new co-worker aprons featuring the "Kinko's - We're Doing More" motto, as well as new in-store signage and other merchandising elements that begin rolling out after March 25. As part of this integrated campaign, St. Louis-based Zipatoni created new in-store point-of-purchase displays, which include a life-size cutout of the Kenny character.

Oscar Night Means Big Stars - And a Big Ad
      The campaign debuts during the Academy Awards with a 60-second version of "Nightmare," which features Kinko's breadth of products and services and is the first of three television themes. "Nightmare" features Kinko's hyper-dedicated co-worker Kenny in a nightmare sequence. Kenny is trapped in a black and white world without Kinko's products and services. Kenny awakens with relief as he realizes it was all a bad dream - he can provide his customers with the signs, posters and banners, commercial business services, training manuals, or digital photo centers they need.
      Kinko's elected to purchase a longer-than-usual timeslot for the inaugural run of the ad in order to heighten the cinematic appeal and impact. Future "Nightmare" spots will run in traditional lengths.

Doing More with Partners
      The other two television spots are part of a cooperative marketing effort that communicates the powerful and unique way Kinko's works together with strategic partners America Online and FedEx Express - both online and offline - to serve the company's diverse customer base with value-added services. The spots featuring America Online and FedEx Express will premier in the weeks following the Oscars.
      "Feeding Time" features the partnership between America Online and Kinko's and positions Kinko's as a premier provider for photo-quality prints. The spot features a couple capturing a precious moment with their digital camera as they feed their baby. Kenny suddenly appears to tell the couple they can get a great quality print at Kinko's, as well as use a Kodak PictureMaker kiosk to crop, reduce red eye, and even download and print from their AOL "You've Got Pictures" online photo account. As Kenny continues with the benefits of turning to Kinko's for their digital photography needs, the parents remain oblivious to the food their precious angel is throwing throughout the discussion. The spot is part of the expanded co-marketing agreement between Kinko's and AOL Time Warner announced March 8.
      "New Guy" highlights the relationship between Kinko's and FedEx Express. The spot features Kenny and a FedEx Express associate in a Kinko's branch. Almost all Kinko's branches offer FedEx Express drop boxes with one of the latest FedEx Express pick up times in the area. The spot depicts the humorous outcome when two people who are equally enthusiastic about their jobs find their companies sharing the same space. The song "Dueling Banjos" by Arthur Smith punctuates a good-natured series of one-upmanship as Kenny and the FedEx Express co-worker ultimately determine that each is up to the other's rigorous standards. Kinko's and FedEx Express share media support for this spot.

About Kinko's
      Kinko's was named to Fortune magazine's list of "Top 100 Companies to Work for in America" for the third-consecutive year in January of 2001, in part for rewarding co-workers and branches for their accomplishments. Named for the third consecutive year as one of Fortune's 100 best companies to work for in America, Kinko's is a privately held corporation with more than 25,000 co-workers and locations in nine countries. Its headquarters are located in Ventura, Calif. For more information, go to www.kinkos.com

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