Kodak runs integrated ad campaign to push digital printing savings
April 29th, 2009 Posted in General, Industry News
Photography brand Kodak aims to tackle customer perceptions about the cost of printing digital photos with the launch of an integrated advertising campaign.
The Print and Prosper campaign, which kicked off last week, aims to demonstrate the cost-effectiveness of Kodak equipment for printing digital photos and images.
The integrated campaign includes online, TV and print advertising, along with home-page takeovers of portals including MSN and Yahoo.
t also incorporates a dedicated website which enables users to calculate the cost of using a Kodak printer and then compare it with rival brands including Brother, Canon, Epson and Hewlett-Packard.
The Print and Prosper site will be live until the end of the year and will serve as a hub for future Kodak printer campaigns.
Lucy Parsons, marketing manager for printers at Kodak, said she was planning a considerable investment in online activity.
“Kodak has a huge range of all-in-one-printers which can perform several functions for far less cost than before,” she said. “Driving people back to the site is really important. The traditional ad channels talk about average savings but this campaign comes alive online where you can calculate your personal savings.”
The campaign was designed by creative agency OgilvyOne London with media planning/buying by digital agency Neo@Ogilvy.
In January Kodak launched a site and mobile application which featured information about 40 European ski resorts as it attempted to promote its range of cameras.
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