Kodak stages 'Printervention'

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Kodak turned to DRTV and online video as it pitched potential savings from its ESP 3250
Kodak turned to DRTV and online video as it pitched potential savings from its ESP 3250

Kodak tapped Deutsch New York to help it create two DRTV and DRDTV spots for its Kodak ESP 3250 printer, that highlighted a common complaint among consumers regarding the high cost and often short life of print cartridges.

The Data: Kodak tapped Deutsch New York to help it create two DRTV and DRDTV spots for its Kodak ESP 3250 printer, that highlighted a common complaint among consumers regarding the high cost and often short life of print cartridges.

The Offer: The program, which launched in August, offered additional accessories designed to magnify the product's value and encourage immediate purchase by the consumer. The infomercial demonstrated how much more printing can be done with the Kodak ESP 3250, and encouraged viewers to call an 800 number to receive the product and accessories for $79.99.

The Channel: The company used 60- and 120-second spots for TV, online video and the DirecTV interactive TV platforms.

The Creative: The DRTV spots combined direct response principles with a storyline that touched on pop culture memes to build on Kodak's “Print and Prosper” 2009 campaign. The commercial featured a kitschy “Printervention” where Kodak rescues a family from overpaying for high-priced inkjet printer ink by introducing them to the longer lasting ESP 3250.

The Verdict: Staging a “Printervention” is an interesting premise, and Kodak makes a convincing case for its systems while throwing in plenty of incentives to buy. A demonstration of how many prints a Kodak ink cartridge is capable of versus the competition was especially persuasive. The production values, though, come up a little short, and title graphics could have done better at driving home the offer.

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