Integrated work works
McCann-i: Website for Kodak Lens Vision Centres
McCann Brand Response: Point-of-Sale for Kodak Lens Vision Centres
As a pure Business-to-Business brand, Kodak Lenses were being squeezed by opticians' own labels. Kodak's solution? Test a new strategy of direct sales through their own chain of branded independent outlets.
Our response? A fully integrated, multi-media Brand Response campaign introducing Kodak Lens Vision Centres, focusing attention on lens quality rather than frame style, and incentivising trial. By implementing the campaign we established Kodak Lens Vision Centres as the quality vision experts.
A powerful brand truth that Kodak imaging technology is responsible for some of the world's greatest images, lead us to an irresistible demand idea - see the world though Kodak eyes.
Our engagement strategy incorporated channels individually chosen to tackle distinct issues, yet integrated as a whole to maximise brand impact. This included…
- TV
- Press Advertising
- Public Relations
- Online
- Localised Door Drops
- In Store POS
Did it create demand?
From nowhere, our regional test campaign took the brand to no.1 for recall. In the first fortnight the website attracted 39,000 hits, driving immediate online booking activity. And over the first month, sales figures were the best in the history of Kodak Lens.
McCann Public Relations: Press cuttings for Kodak Lens Vision Centres
McCann Direct: Door drop for Kodak Lens Vision Centres