Shakespeare didn't write with a banana. Van Gogh didn't paint with a mop. Mozart didn't play the kazoo. The right tool for the right job is as important to any artist as it is to any marketer. When Avid Technology, makers of high-end film and video editing gear, launched its first software-only product, Broadstreet created a tool that connected with new consumers on many levels.
The Avid Xpress launch CD-ROM included an aspirational brand video to excite new editors, demos that grabbed mindshare by highlighting key differentiators such as reliability, and exclusive access to an online experience that welcomed newbies to the editing community. When the results were measured, Avid Xpress had become the company's most successful product launch ever.
The CD-ROM differentiated the product and established the bold branding statement that: "Anything else is like editing with hedge clippers." 