USA: Kodak's Think Ink campaign rolls on
Did you know that printer ink is three times more expensive than high-class champagne? Kodak is rubbing US consumers' noses in this fact these days with its "Think Ink" campaign. This is one of the company's biggest campaigns to enter the highly competitive inkjet printer and printer cartridge market.
Did you know that printer ink is three times more expensive than high-class champagne? Kodak is rubbing US consumers' noses in this fact these days with its "Think Ink" campaign. This is one of the company's biggest campaigns to enter the highly competitive inkjet printer and printer cartridge market.
Until now, the formula applied: The device itself is sold at a loss, which is recouped plus a hefty profit through the sale of overpriced cartridges. Kodak now wants to turn this model on its head: While its inkjet printers are in the upper price segment (149 to 299 US dollars), the prices for the cartridges are strikingly lower than those of its competitors (9.99 dollars for black and 14.99 for color cartridges).
But turning the market around and convincing consumers of the new product is a Herculean task and the campaign now underway is one of the biggest Kodak has ever undertaken. But size alone is not enough; the strategy must also be multi-faceted and ambitious. The Concept Studio has already launched viral measures with two guys called Nathan and Max: They are at home on Inkisit.com, their clips have been channeled into YouTube and they also already have a presence on MySpace. The more classic "Think" campaign by Ogilvy & Mather Worldwide will be seen on television, in print and online, as can be read on Adage.com.
Until now, the formula applied: The device itself is sold at a loss, which is recouped plus a hefty profit through the sale of overpriced cartridges. Kodak now wants to turn this model on its head: While its inkjet printers are in the upper price segment (149 to 299 US dollars), the prices for the cartridges are strikingly lower than those of its competitors (9.99 dollars for black and 14.99 for color cartridges).
But turning the market around and convincing consumers of the new product is a Herculean task and the campaign now underway is one of the biggest Kodak has ever undertaken. But size alone is not enough; the strategy must also be multi-faceted and ambitious. The Concept Studio has already launched viral measures with two guys called Nathan and Max: They are at home on Inkisit.com, their clips have been channeled into YouTube and they also already have a presence on MySpace. The more classic "Think" campaign by Ogilvy & Mather Worldwide will be seen on television, in print and online, as can be read on Adage.com.
