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CASE STUDY: 'The new reality' wins best live initiative and best product launch campaign for Thales


French defence giant Thales is one of Europe's biggest companies, selling mission critical systems to aerospace and defence companies internationally. But it had a troubled division, selling flight simulators to train pilots. Research suggested that customers felt Thales was not committed to the business and didn't understand the issues: which were that it was no longer just about buying flight simulators but about the whole ethos of pilot training - airlines looking to buy the product also wanted to be offered training solutions.