We aimed to develop a surprising and innovative guerrilla activity that interrupted shoppers and educated them on the proposition, as well as providing them with a reward. Through brainstorms and creative development we shaped the campaign and the focussed on building curiosity in order to engage consumers and encourage them to discover more. In addition, a purpose built micro-site and social media strategy was designed to engage consumers online and amplify the reach of the campaign. Finally, we decided that excitement and buzz would be created through a non branded approach that drove traffic through to Kodak’s Print and Prosper campaign site.

3,000 wallet drops and £15,000 in cash given away. Over 100 video clips uploaded in just one day and 1,200 video views by the Monday morning.

1 in 6 wallet finders visited foundafiver.com leading to a 42% conversion rate clicking through to printandprosper.comThe Print and Prosper Campaign (umbrella campaign) as a whole contributed to an 11% rise in value share from the start of the year to a 19.7% share in October.The activity created a buzz, explaining to consumers the complex inkjet proposition in a very engaging yet simple way.