Long Form DRTV
Background/Problem
- Ab Circle Pro was a newcomer to the already cluttered space of exercise equipment infomercials.
- Although the product was superior to the competition, they needed to differentiate themselves from their competitors.
- Ab Circle Pro contacted TVA’s team to orchestrate their media campaign, due to our long form background and history of success in this category.
- Ab Circle had a low startup budget.
Solution
- Our team’s ability to maximize learning and efficiency, utilizing historic data and buying expertise, enabled us to develop a strategic media initiative that resulted in immediate returns. By the second week, the campaign was generating a 5:1 MER.
- The DRTV campaign helped establish the Ab Circle Pro brand name, while continuing to delivery profitable margins against their TV media spend.
- Ab Circle Pro became the top selling exercise infomercial for an 18 month time period.
- As a result, Ab Circle Pro was able to continue building their line of exercise equipment for over 5 years.
