New Product or Service
Any communications effort used to introduce a new product or service that is not a line extension.
GE 4D Ultrasound Machine Launch
GE introduced new 4D ultrasound technology targeting both consumers and medical professionals. The emotionally driven advertising attempted and achieved some of the highest brand affinity scores ever monitored, doubled sales objectives and generated unprecedented interest in the Voluson 730. With TV as the primary medium, a multi-channel effort including print, online, sales efforts and PR proved the right combination for a successful product launch.
Brand: GE Voluson 730
Client: General Electric Company
T-Mobile California Launch: July 18 - August 31, 2002
Just what the world needs, another wireless carrier. A new brand was entering the most competitive category (wireless) in the most competitive market (California). Tasked with achieving aggressive awareness and activation goals in a limited period of time, T-Mobile seized an opportunity to breakthrough by reeducating a cynical and savvy customer through a pre-emptive value equation of "Get More". Through a disruptive mix of media & creative messaging (television to taxi cabs) T-Mobile has surpassed their business goals within the first 6 weeks of launch.
Client: T-Mobile USA
Agency: Publicis in the West
Where will you stick yours?
With Polaroid's traditional business under threat, the company needed to evolve in two ways: 1) diversify their revenue stream and 2) establish a brand relationship with new users. Creating the I-Zone brand was an innovative way of using existing technology to build the company's revenue while connecting Polaroid with the camera buyers of the future (13-17 year-olds). Our advertising successfully positioned I-Zone as a "communications" device that helps teenagers socialize and make statements about themselves. I-Zone went from launch to market leader in three months.
Client: Polaroid Corporation
Agency: Goodby, Silverstein & Partners