Objective:
An information and consumer technology corporation wanted to expand its presence in the consumer market and increase its overall brand awareness in the category.

Need:
Attract new buyers who were not currently being reached through the client’s traditional promotional methods. Increase the overall awareness of the brand in the consumer market.

Approach:
Conducted market research. Determined strong client presence in technology and general interest publications. Determined TV advertising was best method to expand overall awareness and reach untouched audience. Developed a four-ad strategy incorporating client personality and value proposition. Developed three-month spot and block media campaign targeting programs with high demographic match. Retained call center for call disposition and fulfillment kit distribution.

Results:
More than 500,000 calls were received over a five-month period to advertising specific toll-free numbers. The call activity lifespan was nearly twice the length of the time ads were run. Client realized a 4x increase in aided awareness among target audience and a 2x increase in unaided awareness.