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Launch campaigns are often simply a numbers game, with huge amounts of money being thrown at getting a product out to market...
Launch campaigns are often simply a numbers game, with huge amounts of money being thrown at getting a product out to market. Cream looks at how brands can spend more wisely to achieve maximum launch impact. There are countless brand launches each day, with most of those falling flat on their faces. In today’s tough economic climate, a dud launch can be a crippling expense. In many categories, such as alcoholic drinks, there are dominant established players ready to quash any plucky upstarts in an instant. In others, such as entertainment (including film and DVDs), launches occur so often that it is easy to get lost in the crowds. Cream looks at how brands can on one hand launch with a bang, but on the other create sustainable brands with a lasting positioning in the marketplace.
A new beer brand establishes itself in the Dominican Republic by creating an underground movement of followers and activists.
Samsung launches its new Omnia touchscreen phone with a leftfield campaign that gets people asking 'Where is Columbus' finger?'
Holograms and augmented reality promote the launch of a dark animated movie
Euromillions fakes a political campaign rally to attract attention to its new lottery product.
3 launches in the UK, identifying 'Trust' as the most important factor influencing consumer choice for technology companies. It acts like a big brand to build consumer confidence.
Nine Inch Nails creates an elaborate viral campaign that takes fans on an adventure into a near-future dystopia - turning an album launch into a game
Nortel goes head to head with Cisco systems to increase its market share of the enterprise networking category.
A video game launch plays on people's superstitions with a furry new medium
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