A creative idea is negotiated to combine the consumers’ interests with the client products and objectives. The media vendors agreed to select the most engaging photograph of the previous day’s Olympic action and publish it in a Kodak branded frame. This creative solution kept the campaign fresh and delivered against our objectives to emphasise Kodak’s connection to the Olympics and their role in memorable moments. It also broke through advertising norms of the publications in China.

Specific tracking was not conducted, but the client reported many positive customer comments from their retailers. The objective of increasing sales was achieved with digital printing increased by 7.4% and printing paper by 44%. Established norms in the publications were challenged as a breakthrough for media planning in China.