Feature

IPA Effectiveness Awards 2010: Bronze Award - Kodak

Title: An unlikely David: Print and prosper, the 2009 Kodak Inket Printer campaign

Client: Kodak

Entrant: Ogilvy & Mather Advertising

Author: Adrian Zambardino, O&M Advertising

Contributing author: Brent Vartan, Deutsch

Credited companies - Creative agencies: O&M Advertising, Deutsch; media and planning: Neo@Ogilvy; PR agency: Ketchum

Media used: Newspapers, online display, search, TV, viral/social media

IN A NUTSHELL

Kodak's 'Print and Prosper' campaign's exposure of high replacement ink prices means Kodak's market share increased ten percentage points higher than a year before and generated a payback of £1.43 for every £1 invested.

SUMMARY

Despite being a leading brand elsewhere, Kodak was a small player in printers, threatened by a downward spiral of poor awareness, sales and distribution. Insight revealed people felt "ripped off" by outrageously expensive replacement ink. Kodak's solution was to create an alternative business model, focusing on the idea "print and prosper" in a fully integrated campaign from PR to TV, digital and point of sale. These communications exposed the issue of high prices and emphasised an alternative.

Within a year, the campaign has quadrupled sales, increased the market share by ten percentage points compared with the year before, and generated a payback of £1.43 for every £1 invested.

JUDGE'S COMMENT

This is a succinct and persuasive case study of how a brand used its recognisable status to drive sales and market share in a new category. A powerful strategy with clear insight.

Tim Brooks, marketing director of healthcare, GSK Consumer Healthcare UK.

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