The Kodak Quarter
Jack Morton Worldwide
To dramatise how Kodak was reinventing itself as the go-to brand for creative minds in the print industry, Jack Morton Worldwide looked at how the industrial hearts of cities continue to undergo a similar transformation.
This was the inspiration for the brand experience the agency created for Kodak at Drupa 2016, the world’s biggest show for printing professionals. The Kodak Quarter was a vibrant, regenerated city-hotspot experience for an equally re-energised brand – a place where print buyers, who are creatives at heart, would feel comfortable.
An effective template
The experience provided an innovative way to demonstrate technologies and solutions, including a multitude of print products all produced on Kodak equipment. For example, a mini-mart held varied samples of product packaging; an art gallery space featured luscious poster prints; and a newsstand held all kinds of paper and magazine prints.
The Kodak Quarter enabled Kodak's Print Services division to achieve 187% of its sales target. What's more, 31% of all Drupa attendees spent time at the stand, and more than 33% of stand visitors spent over 10 minutes with the brand.
During the course of the show, 2.6 million mentions of Kodak's presence at Drupa were generated on Twitter. Most importantly, 2,847 leads were captured at the show, with 128 letters of intent and 156 contracts signed.
The Kodak Quarter has been used by the brand as the template for other important brand experiences, including the Consumer Electronics Show in Las Vegas and The Kodakery, a pop-up shop in London’s Soho.
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