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How do you launch an intranasal steroid, into an already crowded allergy category? GSK faced the dual challenges of differentiating this new brand for acquisition and communicating the benefits of the product. Partnering with GSK and offline agencies, OTOi helped the client define the Veramyst brand identify and visual experience ,to create one of GSK’s most unified, cross-media product launches.
For forty years, the JDPA report binder had taken on almost iconic significance across the industries served – particularly the U.S. automotive industry, the largest and longest served by JDPA. Many users were accustomed receiving data in hard copy (binder) format; it was essential to the success of the project that they do not perceive online delivery as a reduction in content or value.
Search Engine Marketing (SEM) has been a proven part of the marketing mix for Comcast for quite some time. The Comcast SEM campaign functions at all levels of the customer experience including Brand Awareness, Research/Consideration, Purchase Intent, Acquisition and Retention. The SEM campaign is a stand out performer that is part of an integrated online marketing effort and is a complement to an offline campaign consisting of broadcast TV, radio, print, out of home and direct response. Comcast looks to paid search to drive qualified traffic to Comcast.com and convert this traffic into orders.