Nicholas Short, Steven Shen, WARC Media Awards, Bronze, Effective Use of Tech, 2021
Auto brand Lincoln harnessed two innovative technologies to ensure the eyes and attention of China's affluent were completely focused on the launch of its new Nautilus model in an extremely cluttered category.
Kunal Ghosh, Kunal Duggal, Sourav Ray, WARC Awards for Asian Strategy, 2021
Electronics brand Samsung used digital content to promote the power of the battery in its M series of phones to Gen Z, by framing it as a 'Monster' handset, and reclaimed its market-leading position in India.
Obie, a reproductive health brand, launched a new holistic reproductive health platform in the US, rooted in science and personalised in real time, to help women and their partners proactively affect their fertility.
Nick Kendall, WARC Best Practice, May 2017
This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.