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2006 GOLD CONSUMER ELECTRONICS
UNITED STATES
Kodak Printer Dock
RAN IN: United States
CLIENT
Eastman Kodak Company
Marianne Samenko, Director- WW Mtg. Services & Div. VP Lisa Hackett, WW Mgr. Brand & Advertising Joan Aiello, Mgr.- Brand & Comm. Research Scott Auer, Regional Comms. Mgr.- Americas Region
Richard Ryan, Associate Creative Dir. Rich Wallace, Associate Creative Dir. Mike Wilson, Group Creative Dir. Keith Newton, Sr. Ptnr. WW Group Planning Dir. Freya Williams, Ptnr.- Planning Dir. Nicola Bell, Sr. Ptnr.- WW Executive Group Dir.
Carat International
Mindshare
SUMMARY
In 2005, Kodak needed to drive revenue and update its brand image but had no new product news to do so. Instead, by leveraging a previously unrecognized consumer insight relating to an existing product, advertising helped Kodak update its brand image and increase sales greater than market growth to bridge the gap until new product news and a brand transformation campaign were ready.
