Making the Case for DRTV
Clear Mobile Internet
You’re the advertising director for Clear Mobile Internet, launching Clear 4G WiMax Mobile Internet in major cities across the country. Problem is, subscriptions aren’t coming in like they need to be. To complicate things, you’re not keen on going with a harder sell, like DRTV, because you’re afraid of what it’ll do to your brand.
Eicoff offers to conduct a four-week test. We create a sixty-second DRTV spot using footage already being used in the brand campaign, to keep production investment to a minimum. We also use the existing brand music track and voiceover. The result is hard working DRTV within the Clear brand character.
Success. The Eicoff media machine delivers a cost per acquisition that’s half of the pre-DRTV period. We quickly develop and produce a two-minute spot (The “Deuce”), harder working still. Building the brand equities at the same time. CPA drops by an additional 30%.
For Clear the answer was clear: DRTV with Eicoff.
Watch how we turned the :30 brand campaign into a hard-working :60 DRTV spot.