CLIENT
Kodak Gallery
Mark Cook, Sr. Dir.-Product Mktg.
Camilla Bravo, Sr. Dir.-Brand Mgmt. & Comm.
Kristen Conway, Dir.-Acquisition Mktg.
Stefan Pioso, Search Mktg. Mgr.
Samantha Becker, Acquisition Mktg. Mgr.
AGENCY
Thomas Randon, Sr. Part.-Mktg. Dir.
Chris Bradley, Sr. Part.-Mktg. Dir.
Mark Girand, Sr. Part.-Creative Dir.
Vina Lam, Part.-Assoc. Creative Dir.
Sy Ingoglia, Assoc. Creative Dir.
Neo@Ogilvy
SUMMARY
With rising pricing pressures on photographic prints, Kodak Gallery needed to increase the sales mix of higher margin merchandise. A community, "The Idea Center," was born online at Kodak Gallery, encouraging people to share creative ways of telling their stories with pictures. An invitation, "That's my story. What's yours?" was punctuated with a new call to arms by the new "Make Something Kodak" campaign. Dramatic increases in sales propensity and profitable merchandise mix were achieved very cost effectively.
