Nreal Air: Beating Applee to the punch

AR glasses brand Nreal Air beat the big tech players to the punch with its successful launch in the US.

Why is this work relevant for Strategy & Effectiveness?

The AR glasses device category has barely scratched the surface of the mass consumer market.

Yet when launching Nreal Air in the US market, sales was the main KPI, along with positive ROI. Driving sales of a product barely anyone knows is ready for mass adoption was no mean feat.

This was no fuzzy-feeling brand campaign. And simply throwing money at the problem would undermine the ROI objectives. Strategic thinking was necessary to achieve the required commercial success.

Background

AR glasses have been stuck in limbo for...

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Insights Team
Bray Leino

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