Kodak – Print & Prosper
The brief
We spend a ridiculous amount of money on printer ink in this country (£600m last year alone), and Kodak wanted to highlight this and position their cheaper ink as the solution to all your printing woes.
Their US agency created the ‘Print & Prosper’ campaign, and our task was to adapt and enhance it for the UK and German markets. Our campaign had to run for several months, divided into two distinct phases: ‘raise the awareness’ and then ‘ferment the belief’.
The solution
Working with multiple clients on both sides of the Atlantic, we developed a range of new concepts which worked over two distinct phases of messaging, whilst remaining faithful to the original US creative. The campaign was a success, quadrupling sales in the UK and exceeding the client’s targets by over 20%. It also won bronze at the 2010 IPA Effectiveness Awards.
TV
The challenge here was to have as strong and as controversial a message as possible, whilst working within very strict legal guidelines set by both Kodak and Clearcast.
New TV ads for 2010
Press
Whilst press had barely been used in the States, our UK campaign was pretty intensive, involved 4 different insertions in a week across 11 national newspapers. We worked closely with the media team to buy as many interesting and engaging formats as possible.
ONLINE
A microsite was created in the US as the destination hub for all media, but there was very little online advertising. So we concepted and created a suite of banners, ranging from simple ones that referenced the animation in the TV ad through to expandable ones with interactive calculators.
MSN Tech&Gadgets takeover
Site-specific messaging
POS
We developed standard POS materials including decals and an interactive ink calculator, as well as some more light-hearted promotional items.
In-store calculator
Leaflet
Printer decals
Selected promo items
Stress balls
Badges
T-shirts for sales teams
