New Product or Service
Any communications effort used to introduce a new product or service that is not a line extension.
A giant, plodding software company known for its operating systems and business apps wants to break into the ultra-hip hard core gaming market. The company has zero credibility with its audience, no track record, no hot products. And an image the audience openly ridicules. Our challenge was to completely reverse perceptions and win thousands of new members with a fraction of what their competition spends.
Brand: Internet Gaming Zone
Agency: Anderson & Lembke, Inc.
You Are Not Ready/red E
Launch campaign for Sony Playstation, targeting hard core videogame enthusiast. The strategy was to provoke the jaded target audience into rising to the challenge of the games. Campaign objectives were to build awareness, position brand as "intense," drive trial and ultimately achieve aggresive volume goals. With moderate budget, surpassed client's launch objectives.
Brand: Sony PlayStation
Client: Sony Computer Entertainment America, Inc.
The "Fooler" campaign played a crucial role in the overwhelmingly successful launch of DiGiorno Rising Crust Pizza. In essence DiGiorno has Reinvented frozen pizza and the brand is well on it's way to becoming a leader in the category, breaking every business goal set for it. DiGiorno's is the most successful new product launch in the frozen pizza segment and one of the best in Kraft Food's history.
Client: Kraft Pizza Company
Agency: FCB Chicago