Most Australian brands spend thousands on product launch videos that look impressive but fail to convert. The good news? We’ve analysed the best product launch video examples from Australian brands and global leaders to show you exactly what works.
At Vidico, we’ve helped Australian companies like Koala, Temple & Webster, Montu, and Reckon with product launch videos that generate real results. From $3.5 million raised in a single day to 335% increases in brand recall, these aren’t just stunning videos—they’re strategic assets that move the needle.
Here are the best product launch video examples from Australia and around the world, plus what makes each one effective for your target audience.
Key Takeaways:
- The most successful product launch videos focus on a single core message rather than cramming in every feature
- Australian brands like Koala, Temple & Webster, and Montu prove that local companies can compete with global giants through strategic video content
- Product launch video examples that address pain points before showcasing solutions achieve 3x better engagement with the target audience
- A systems-based approach to video production lets you create multiple assets from a single shoot, maximising your creative investment
- Vidico’s asset bank methodology helps brands maximise creative output—Square generated 50+ assets from a single production approach
Content
Top 10 Ideas & Examples of Product Launch Videos
1. Koala
Koala’s product launch video is perhaps the most famous Australian launch video of all time. The Sydney-based mattress company used a simple but powerful product launch video concept: place a glass of red wine on the mattress, then have someone jump onto it. The wine doesn’t spill.
Working with Vidico on their 2-minute brand film, Koala achieved over 1,300,000 views across Facebook and YouTube Preroll with a staggering 2-minute average watch time. The success led to back-to-back television campaigns for what many consider Australia’s most exciting DTC company.
What makes this product launch video example effective:
The video shows rather than tells. Instead of explaining “zero disturbance technology” through technical specifications, it demonstrates the product’s functionality in real-world scenarios. The visual elements are simple but memorable, and the video walks viewers through exactly why this matters for their sleep.
The animation style and background music keep things light and fun, aligning with the brand elements that define Koala’s identity. It’s a prime example of how powerful product launch video content can be when the core message is crystal clear.
Key takeaway: Sometimes the best way to generate excitement is through a simple demonstration that captures the product’s features in real-world terms that your target market immediately understands.
2. Temple & Webster
Temple & Webster is one of Australia’s leading online furniture retailers, and their brand launch videos demonstrate how video content can drive measurable business results at scale.
Working with Vidico, Temple & Webster produced a TVC campaign and extensive online campaign across YouTube and social channels. The results speak for themselves: a 335% increase in unprompted advertising recall, with the launch video being the major driver.
What makes this product launch video example effective:
The video focuses on a single, compelling story: “Furniture of your dreams, delivered.” This core message runs through every frame, creating smooth transitions between lifestyle shots that showcase the product without technical jargon.
The campaign achieved remarkable improvements in brand health metrics. Among viewers who recognised the video:
- 72% increase in perceiving the brand as great for big-ticket items
- 30% increase in perceiving superb quality
- 55% increase in top-notch customer service perception
Key takeaway: A successful product launch video doesn’t try to say everything—it says one thing extraordinarily well. Temple & Webster’s focus on a single tagline made their launch unforgettable.
3. Montu
Montu, one of Australia’s fastest-growing healthcare companies, used video to accelerate its crowdfunding campaign.
The Montu crowdfunding video helped the medical cannabis company hit its $3.5 million maximum target in just over one day—the second-largest single raise in Australian history. Investors raised the first million dollars in just 13 minutes, even crashing the Birchal platform.
What makes this product launch video example effective:
Rather than creating a generic explainer video, Vidico developed a product overview video that communicated a high-level perspective of who Montu is and their business model. The video content avoided being boring or generic by showing a real impact on Australian patients’ lives.
The video built an emotional connection by focusing on how Montu helps Australians “get back to doing the simple, everyday things that many of us take for granted.” This human-centred approach to showcasing innovative features made investors rally behind the company.
This success also marked a milestone: it made official that Vidico had helped startups raise a collective $10 million+ (AUD) in funding through video campaigns.
Key takeaway: Even for complex or regulated industries, the best product launch videos focus on human outcomes rather than technical features.
Want to see how we approach product launch videos? Download our 10x Creative Process guide to learn the methodology behind these results.
4. Reckon
Reckon, an Australian accounting and payroll software company, partnered with Vidico for over five years to create standout brand and product videos. When they launched new apps and a sleek product UI refresh, they needed video content that would cut through a competitive market.
The results were exceptional: 15 million impressions, a 98% view-through rate on Connected TV, and 3.3 million views overall. Product trials increased significantly as video successfully showed Reckon’s technology in an engaging, digestible way.
What makes this product launch video example effective:
Rather than leading with features, the videos showcased the simplicity and power of Reckon’s offerings in a compelling narrative. The software product launch video content addressed a key insight from UX research: video was underutilised at key stages of the buyer journey.
Key takeaway: Software product launch videos should show your tech in an engaging, digestible way—not overwhelm viewers with feature lists.
Reckon’s brand refresh, paired with engaging video content, not only captured attention but drove results across multiple channels. Read the full success story here.
5. Cascade
Cascade’s brand video achieved a 93% view rate and 1.4 million views—remarkable engagement for enterprise software. Vidico helped Cascade, a company near Canberra, reintroduce its brand to a market that values tradition and structure.
After just 6 days on YouTube, the video had already achieved over 70,000 views and doubled its subscriber count.
What makes this product launch video example effective:
The task was to produce a brand video that represents a brand that’s fun, ambitious, and bold—challenging for B2B software. The direction consisted of a human-centred approach with animated UI elements to enhance messaging, creating a compelling story everyone could easily relate to.
The video succeeded by balancing humour with education—it had a hook that led viewers on from the start while highlighting the main product benefits and showing UI components.
Key takeaway: Even in conservative B2B markets, brand videos can differentiate through personality. Use different cut-downs to program your distribution campaign to move viewers down the funnel.
6. Movember
Movember’s “Mo Like a Pro” campaign with Vidico achieved extraordinary results for the global men’s health charity: over 4 million views and 330,000 signups for their annual fundraising campaign.
What makes this product launch video example effective:
The campaign combined educational content with entertainment, creating video examples that people genuinely wanted to watch and share. Rather than relying on heavy health messaging, the videos focused on the fun, community-building aspects of growing a moustache.
Vidico produced a video series encouraging fundraising participants to download the Movember app and participate in activities. The approach created an emotional connection through authentic storytelling rather than traditional charity messaging.
Key takeaway: Even campaigns with serious missions benefit from approachable, entertaining video content. Meet your audience where they are emotionally, and the results will follow.
Ready to plan your product launch strategy? Book a free strategy session to discuss how we can help you create video content that drives real results.
7. Square
Square’s product launch videos understand something critical: their target audience is diverse. From coffee shops to flower shops, they serve multiple markets with different needs.
Vidico helped Square create a documentary-style filmmaking approach that became a fully scalable system, resulting in 250,000+ views and 50+ assets from a single production.
What makes this product launch video example effective:
Square’s videos present several use cases to show how the product serves the target market on a personal level. This makes the product video and its brand elements relatable to viewers across industries.
The video walks potential customers through specific scenarios they’ll recognise from their own businesses. By showing real-world applications rather than theoretical benefits, Square creates high-quality imagery that resonates with its broad audience.
Key takeaway: If you serve multiple customer segments, your product launch strategy should include video examples that speak to each group’s specific pain points—and a systematic approach makes this scalable.
8. Spotify
Spotify’s approach to product launch videos with Vidico demonstrates how brand videos can leverage existing emotional connections to introduce new features and platforms.
Vidico has partnered with Spotify on multiple video projects, including content for their podcast tools and creator platforms. The collaboration showcases how global brands maintain consistency while scaling video production.
What makes this product launch video example effective:
The video content focuses on the perks of each platform rather than overwhelming viewers with technical features. By maintaining Spotify’s distinctive brand personality across all video assets, the content feels like a natural extension of the user experience.
Visual elements create captivating experiences while audio (naturally, given the brand) plays a crucial role in establishing mood. This combination of audio and visual elements creates an emotional connection that makes viewers want to explore further.
Key takeaway: Your brand launch videos should feel like a natural extension of your existing brand identity. Consistency in tone and visual elements builds trust with potential customers.
Looking for inspiration for your creative process? Explore our portfolio to see the full range of product launch video styles we’ve produced.
9. MobileMuster
MobileMuster, Australia’s official mobile phone recycling program, partnered with Vidico to create a compelling brand video targeting Gen Z audiences. The goal was to spark interest in recycling old mobile phones among a demographic that’s notoriously hard to reach with environmental messaging.
The video outperformed previous campaigns, achieving a 31% increase in brand recognition among the target audience.
What makes this product launch video example effective:
Rather than lecturing viewers about environmental responsibility, the video spoke directly to Gen Z’s values and communication style. By understanding their target audience deeply, the video content created a genuine emotional connection rather than feeling preachy or corporate.
The creative approach balanced education with entertainment, making recycling feel relevant and accessible to younger Australians.
Key takeaway: Product launch videos targeting specific demographics must speak their language authentically. Understanding your target audience’s values drives better engagement than generic environmental or social messaging.
Interested in how video can support your next campaign? Join 9,000+ marketers receiving our weekly video marketing insights.
10. Digital Ocean
Digital Ocean’s product launch video for their App Platform proves that even highly technical products can create excellent example content that engages non-technical decision-makers.
The campaign achieved over 3.7 million views while lowering cost per acquisition—demonstrating that well-crafted product launch videos deliver measurable ROI.
What makes this product launch video example effective:
The animation style helps attract the viewer’s attention while a clear voiceover explains what the product is, what it does, and its worth to viewers. It’s one of the excellent video examples that goes all in with featuring the product’s benefits while helping viewers imagine a future with the product.
The overview video anticipates potential barriers that may prevent customers from using the service and addresses them proactively. This problem-solution structure is essential for software product launch video content.
Key takeaway: Don’t let technical specifications dominate your product launch video. Focus on outcomes and address objections before your target audience even raises them.
Types of Product Launch Videos to Consider for Your Next Launch
Understanding the different launch video examples available helps you choose the right format for your product launch strategy:
Brand launch videos focus on storytelling rather than just demonstrating the product. They convey the product’s idea and why your company created it. Whether through live videos, animated videos, or teaser videos, brand videos build emotional connection across multiple platforms.
Product overview videos introduce your product and show viewers what it looks like, how it works, and its worth to users. These are cost-effective options for brands needing fast turnaround (4-5 weeks) while still creating high-quality imagery and professional results.
Explainer videos work well when launching new products or updating existing ones. Live-action explainer videos demonstrate the product in real-life situations, while animated explainer videos use animation style choices to explain complex concepts without technical jargon.
App videos showcase applications and software through demonstrations of the user interface and innovative features. These video examples help establish brand identity while encouraging viewers to imagine using the product themselves.
Crowdfunding videos help startups and new products raise capital by communicating vision, value, and potential. Vidico has helped startups raise over $15 million collectively through strategic crowdfunding video production.
Talk to an expert and explore the right approach for your next campaign.
How to Create a Successful Product Launch Video
Based on our experience producing product launch videos for brands like Square, Spotify, Koala, Temple & Webster, and Montu, here are the principles that consistently drive results:
1. Take an empathetic approach
Your target audience doesn’t know your product as you do. Step back and consider what a first-time viewer needs to understand. Ask yourself what you would want to learn if you’d never heard of your product.
2. Create characters who experience your product
The best product launch video examples feature characters who face the same pain points as potential customers. This makes your product the natural solution to their problems, not just another option to consider.
3. Teach about your product and offerings
Ensure your video answers the essential questions: Who is this for? What problem does it solve? Why is it better than alternatives? How does it work? Avoid overwhelming viewers with every feature—focus on what matters most to your target market.
4. Prove value and differentiation
Whatever product you’re selling, demonstrate its unique value. Show why viewers should choose your product over the competition. Use visual elements and real-world examples to make your claims tangible.
5. Build excitement toward your target audience
Show enough of your product to catch interest while concealing enough to create curiosity. The goal is to make viewers want to learn more, not to answer every possible question.
6. End with a clear call to action
Every product launch video needs a clear next step. Whether it’s visiting your website, booking a demo, or making a purchase, don’t leave viewers wondering what to do next.
Why the Best Australian Brands Choose Systems-Based Video Production
Here’s something most product launch guides won’t tell you: the most successful companies don’t create videos one at a time. They build systems that maximise every production.
“By handling everything in-house—concept, production, and post-production—we streamlined costs while ensuring quality. This approach allows us to deliver top-tier video assets that are not only effective but also adaptable for brands of all sizes.” — Evan Pirone, CoFounder & Creative Director, Vidico
At Vidico, our asset bank methodology delivers up to 10x the assets from a single production. A single 60-second video with 24 scenes can generate GIFs, stills, shorter cutdowns, and more—providing months of content from just one campaign.
This approach has helped brands like Square generate 50+ assets from a single production, maximising creative investment while maintaining quality. When you’re planning multiple platforms distribution or ongoing campaigns, this systematic approach transforms your product launch strategy.
FAQs
What is the purpose of a product launch video?
A product launch video introduces a new product to potential customers, building anticipation and communicating features and benefits. The best product launch videos create an emotional connection while driving viewers to take specific action.
How long should a product launch video be?
The optimal length ranges from 60 seconds to 3 minutes, depending on the platform and complexity. Teaser videos should be under 30 seconds, while detailed overview video content can run longer. Focus on saying what needs to be said without padding. Koala’s success with a 2-minute brand film proves that longer content can work when the story is compelling.
What platform is best for sharing product launch videos?
YouTube, LinkedIn, and Instagram are effective for Australian B2B brands. Connected TV is increasingly powerful—Reckon achieved a 98% view-through rate on CTV. The best approach distributes across multiple platforms with format variations optimised for each.
How much should a product launch video cost?
Professional product launch videos typically cost $5,000–$25,000 AUD, depending on complexity, length, and production requirements. A systems-based approach can reduce per-video costs by 30-40% for ongoing campaigns.
Should I use professional production for my product launch video?
For products where first impressions matter, professional production significantly increases effectiveness. High-quality imagery, professional audio, and strategic storytelling separate videos that convert from expensive disappointments.
Ready to Create Your Product Launch Video?
The examples in this guide demonstrate that Australian brands can compete with global leaders in product launch videos. Whether you’re launching a new product, announcing innovative features, or building brand awareness, the right video content transforms your go-to-market strategy.
At Vidico, we’ve produced over 1,200 projects that have generated over 1 billion views for brands including Square, Spotify, Koala, Temple & Webster, Montu, Reckon, and Cascade. Our systems-based approach delivers more assets from every production while maintaining the quality that drives results.
Ready to make your next launch unforgettable? Book a free strategy session to explore how we can help you create product launch video content that actually converts. Or take our VidiFit Quiz to get a personalised estimate in minutes.
Your product deserves a launch video that does it justice. Let’s make it happen.
References:
- https://finance.yahoo.com/news/video-production-company-vidico-launch-130000641.html
- https://www.forbes.com/councils/forbescommunicationscouncil/2023/08/22/20-key-strategies-for-youtube-marketing/
