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.
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.
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.