Product Launch Case Study
ONLY IN A PERFECT WORLD
COULD THE RESULTS HAVE BEEN
ANY BETTER THAN THIS.
There is so much that is out of the professional photographer's control, but their film should be the one thing above all else they can control. Unfortunately, for several years, Ektachrome color transparency film, for several years had not given photojournalists the control they needed.
That’s because Kodak had lost control of a key element of E6 processing (when the patent lapsed, Fuji had scooped it up and re-patented it, freezing Kodak out), an element that enabled the film to be pushed up to two stops without a color shift. This was important to photojournalists, especially covering sports because when the sun went down and the stadium lights took over, photojournalists needed to push the exposure in order to stop action. Unfortunately, without this key processing element, pushing the old Ektachrome more than one stop caused a massive magenta color shift, making yellow turn orange— bad news if you were covering a Steeler or Packer late afternoon game.
As a result, Fuji had taken over 80% of the photojournalism market (Kodak had at one time held 90% share). The new family of Kodak Ektachrome E100 film was designed start winning lost market share back, by giving professional photographers a level of control like never before.
This perfectly empathetic direct mail piece, mailed to 60,000 professional photographers, generated nearly 44,00 responses, giving away almost 176,000 free rolls of film!
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