Kodak and the Olympic Games

Name of the product: Kodak V550 Zoom Digital Camera

Testimonial from Antoine Dreyfus, Director Consumer marketing: "The association between Kodak & Eurosport on the « Daring Girls » program was a successful & innovative approach to further enhance our long history of Olympic Sponsorship. With this program, we managed to reach a target group which is not familiar with Kodak digital offering."

Goal of campaign:

As Top Sponsor of the Olympic Games, Kodak wanted to leverage their sponsorship of Torino Winter Olympics 2006 and use the Games to promote their new Digital Photo Solutions.

Kodak also wanted to reposition the brand on a younger target audience: shift from Tradition & Emotion to Modernity & Passion 		Strategy:

  • On the road to Torino '06 :
  • On-air & online presence throughout the whole wintersport season ONE year before the Olympic Games
  • Integrated logo in on-air & online look of the Winterpark.
  • Rectangle ads & buttons on the Wintersports section
  • Communication support
  • Use of "Winterpark by Kodak" composite logo in all promotion.
  • All PR activities fully Kodak branded
  • During Torino '06 Winter Olympics :
  • Multimedia concept around two tailor made programs
  • Daring Girls: a fun and interactive TV show with two young women carrying out challenges at the Olympics
  • Olympic Sport Instant: Tailored Vignettes showing the best moments of the day
   
Methodology:

  • People meter audiences in 7 European markets
  • Advertising effectiveness study - Sports Marketing Surveys in UK, Italy, Germany, France - sample 250 Eurosport viewers and non viewers in each market
Campaign aim: Improve image | Product launch
Target group: Young Adults 15-30 (or equivalent) | Women | Upmarket adults 25-44 (or equivalent)
Budget: Unspecified
Sector: Consumer electronics
Advertising format:Classic spot | Cross media | Sponsoring
Country: Europe
   
Results:

- More than 28 million different viewers watched the tailor made program Daring Girls - Being an official Olympic sponsor & being present on Eurosport through the Daring Girls sponsorship and advertising allowed Kodak 3.5 times more unprompted recall amongst Eurosport viewers than non-viewers
Download: Title Date Size File Type
  Kodak and the Olympic Games March 2009 500674 kb pdf