AB Circle

Client : AB Circle

URL : View Project

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.

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