20
CATEGORY 10:
Sponsored by
Best product launch campaign
WINNER: Thales
AGENCY: AGA/GRAVITY CAMPAIGN: ‘NEW REALITY’
T
hales, the French defence giant, is one inviting the biggest names in pilot training emails and teaser postcards were sent to
of Europe’s biggest companies, selling from all the world’s airlines and airframe targets. A short teaser film was also
mission-critical systems to aerospace manufacturers, including BA, Virgin, Airbus produced.
and defence companies internationally. But and Air France. At the event itself – compered by TV
it also had a troubled division, selling flight presenter Nick Ross – a real-time
simulators to train pilots. The launch of its holographic presentation of the simulator
new simulator was described as ‘make-or- concept was put on display before the
break’ for the entire division. simulator itself, the Reality 7, was unveiled.
The future success of Thales’ flight After the event, follow up material
simulator division rested on the launch of included a short film showing highlights
its latest, and most innovative product yet – from the day and a dedicated microsite,
Thales Full Flight Simulator: Reality 7. The which was continually promoted with
new simulator had a unique selling point: in industry advertising.
the past, flight simulators were single Thales took orders for 14 new
platform, simulating just one aircraft type. simulators, worth a total of £250 million,
They were bulky and fixed, and once having spent £1.2 million putting the
assembled, had to stay put. The new campaign together. In the longer term,
Reality 7, however, was multi-platform and Thales says the feedback tracking options
updateable, designed to be quickly and attitudes of the target audience will
dissembled for moving and rebuilding, and Preparation for the live event, which benefit the long term health of its simulator
designed to travel without the need for formed the hub of a £1.2 million campaign division.
extra-wide HGV transport. to launch the new simulator, took the best Customer feedback indicated that Thales
Thales could wrap up different levels of part of a year. Senior management teams had succeeded in changing industry
service package to meet different airline were briefed up to nine months beforehand, perceptions of the brand, with many
requirements. Because this approach was and a digital website created from scratch, dubbing it a ‘new’ and ‘different’ Thales.
so radical for the industry, Thales needed to be integrated into the main Thales site. “The New Reality is Thales refocussing its
not just a simple product launch, but the New collateral was designed, and in the run strategic direction and that has to be a
launch of a new product within the context up to the launch date, an intensive email good thing,” says Mike Burtenshaw,
of a vibrant new Thales. advertising campaign kicked off to manager flight training for British Airways.
A huge industry event was planned, encourage attendees, whereby personalised
HIGHLY COMMENDED: Info UK
AGENCY: NELLIE PR, BCS AND QUBA CAMPAIGN: ‘INFOUK.COM PRODUCT LAUNCH’
I
nfouk.com is an ecommerce website Marketing, Marketing Direct and B2B
allowing small and medium sized Marketing.
businesses, marketing professionals, PR was also deployed to deliver a high
agencies and intermediataries to purchase level of coverage prior to the launch. This
sales leads and direct data. To launch the included face-to-face media briefings with
site, Info UK embarked on a fully integrated journalists in the run up to the launch.
marketing campaign to build its profile and Online PR and social networking
secure traffic. techniques were used to generate greater
The campaign kicked off seven months awareness amongst its target business promoted the site when it exhibited at trade
before the official launch date and ran for audience and to drive traffic. fairs including IDMF and TFM&A. Info UK
12 months in total. The first stage of Once brand recognition was also became the first sponsor of B2B
activity focused on profile raising amongst established, SEO, PPC and email marketing Marketing’s Knowledge Bank.
marketing professionals, to create a voice activity was ramped up around the launch The site secured 4291 hits when it
and presence for the site. As part of this, period. Emails included promotions and launched in November 2008 and by the
key trade press titles were aggressively special offers. following March was securing more than
targeted, with an ‘in-your-face’ ad Bespoke, high value mailers were also 7000 hits a month – 6000 of those unique
campaign. Full one page insertions were deployed to around 1000 key prospects users. This figure was 500 per cent over the
booked in titles including Precision ahead of the site launch, and Info UK original target set.
B2B Marketing Awards 2009 - www.b2bmarketingawards.co.uk
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