Affordable, Premium Ink the Focus of Kodak EASYSHARE All-in-One Printer Launch

Ketchum helped Kodak take advantage of a “sore spot” for consumers – namely the high cost of ink – and added a touch of humor to promote Kodak’s new inkjet printers and low-cost, premium ink cartridges.
 
Challenge
Kodak charged Ketchum to help the imaging giant break into a mature consumer inkjet printer market with Kodak’s EASYSHARE All-in-One printers. For Kodak, a company in the midst of changing its business model and transitioning from film to digital, the entrance into the inkjet market marked a big milestone in its turnaround. Its inkjet printers not only enhance the Kodak system of products and services in imaging by bringing digital photos to life, but also added a new element – documents. Plus, the company was not just making another inkjet printer – Kodak had a vision to turn the inkjet industry on its head by providing consumers with ink cartridges at half the cost of competitors.
 
Solution
Relying solely on public relations at launch, Kodak agreed to take a risk with its communication strategy, enabling Ketchum’s multidisciplinary team to launch at a nontraditional venue and implement integrated viral tactics – all with a tone that spoke of irreverence and humor to relate to consumers and differentiate Kodak from other inkjet companies. On Feb. 6, 2007, at NBC’s Studio 8H, comedian Molly Shannon served as emcee while Kodak CEO Antonio Perez “announced” the new line of printers in a Saturday Night Live-inspired mock-TV format dubbed “Kodak Live!” During the segment, Perez communicated the market focus, product and ink value proposition to nearly 100 media members, analysts and investors. Simultaneously, Kodak launched its viral Web site InkIsIt.com, featuring comedic viral videos, online interactive games and a print-cost calculator widget. During the media and analyst launch, and preproduct availability phase (February through March 2007), Ketchum focused messaging on Kodak’s low-cost, premium ink to raise awareness and dialogue on how Kodak offered an alternative solution to the issue of high cost ink that had plagued consumers for nearly 20 years. Consumer reaction was overwhelming. "Finally!" an alternative to the high-priced ink cartridges, media and hardware that offered a compelling proposition: high-quality documents and photos, ease of use and a low-cost solution.  
 
Results
Still in its first phase, the introduction of Kodak inkjet printers has generated tremendous results, including nearly 2,300 stories in the media reaching more than 1 billion consumers.