• Client: Kodak
• Media: on-line, eCRM, branded content, experiential
• Year: 2009

Kodak wanted to promote its “ecosystem” of products to high end-consumers in a relaxed atmosphere, collect data, recruit customers for the Kodak online store and Kodak Gallery, create and deepen its relationship with new and existing customers and increase its credibility in the digital arena.

In early 2009, as the skiing season began, Kodak partnered with sports equipment manufacturer Rossignol and Ogilvy on a promotional tour of ski resorts all around Europe, setting up ‘villages’ at the bottom of the main ski-slopes.

These villages allowed skiers to trial the latest Rossignol equipment, and Kodak Smart Capture cameras. There was also a professional Kodak photographer present to take pictures, which could then be viewed on-line.

This was a truly “360” execution, playing to the integrated strength of the Ogilvy Group. OgilvyOne (site build and eCRM), Ogilvy Entertainment (content creation), Ogilvy Action (experiential marketing) and Ogilvy Advertising all worked together seamlessly.

Ogilvy created a website allowing visitors to upload skiing holiday photos and win Kodak and Rossignol prizes; download a free ski resort guide to their mobile as a PDF – or browse online; check out the Demo Tour dates; browse Kodak products online; collect photo tips, and link to the Kodak on-line shop and gallery.

Three months after the launch and with minimal advertising and marketing support, over 135,000 people had downloaded the site and app to their mobile, creating a real community and helping to engage upmarket winter sports enthusiasts with the Kodak brand.