The Objective:

New Customer Acquisition at a reasonable cost per acquisition.

The Challenges:

Well for starters, how about a product that nobody really wants?  Let’s face it, admitting your need a personal emergency response system is, for most people, admitting you are getting old.

Combine that immense challenge with really small budgets compared to their multi-national competitor Phillips, we had our work cut out for us!

Our Strategy:

• Revamp and reinvigorate the brand.
• Change the positioning of the product to “Emergency Response” to “Smart Safety Solution”
• Communicate to our potential customers in way that does not insult their intelligence or create fear, but does tug a little on the heart strings.
• Employ a hybrid DRTV type TV execution using a combination of :30 & :60 second spots.

The Results:

• Sales growth of 27% (YTD Q3 – 2018)
• Maintained an efficient advertising ROI
• Overwhelming positive feedback from customers on the new brand and in particular, the new TV Creative.