Clients

Case Study: Argenus Air Sterilizer

Cesari Direct helps Argenus ‘clear the air’ with breakthrough direct response campaign

Many North Americans are familiar with the Hunter Fan Company, but how do you convince consumers that the highly regarded company’s revolutionary new product was worth a price point approaching $500?

Seattle-based Cesari Direct (www.cesaridirect.com), a full-service direct response marketing company, created a series of long-form informational programming that educated viewers on how the polluted air inside their homes could actually be sterilized by using Hunter Fan Company’s Argenus Air Sterilizer.

“While Hunter Fan has been around since 1886, we needed to convey that the Argenus wasn’t really a fan at all,” Ron Lynch, Cesari Direct’s Chief Creative Director. “It is a system that can allow people to breathe better air, live healthier and, in many cases, perhaps sleep better. It was important that we locked that information into the mind of the consumer.’’

The scientifically proven Argenus Air Sterilizer captures and kills more than 99.97 percent of germs, viruses, and bacteria for noticeably fresher and cleaner air. The Argenus uses a powerful force field of electrical energy to collect microscopic particles and germs and filter them through a combination of barrier filtration and electromagnetic attraction. The process creates an entirely new class of technology called "air sterilization" that goes above and beyond common air purification.

The partnership with Argenus is not the first time Cesari Direct has piloted the marketing effort of a revolutionary household appliance. The company has and produced more than 75 successful infomercial campaigns including The Juiceman Juicer, George Foreman Grill, the Sonicare Toothbrush, and OxiClean. The Cesari team recently was credited with revitalizing the Rug Doctor brand by producing a compelling infomercial that offers Rug Doctor’s carpet cleaning machines directly to the public.

Memphis, Tennessee-based Hunter Fan Company (www.hunterfan.com) is the world’s original ceiling fan manufacturer. The company also manufactures high-performance air purifiers, low-maintenance humidifiers, portable fans and energy-saving thermostats. Hunter product lines are available in retail showrooms, home centers, and discount stores nationwide.

According to the Environmental Protection Agency (EPA), the average indoor air in most homes can be 5 to 100 times more polluted than outside air. Indoor air can be loaded with allergens, pollutants, germs, and bacteria. The goal of the Argenus Air Sterilizer is to eliminate those particulates.

The Cesari Direct educational messages, all culminating with specific benefits to the consumer, were used in a variety of forms and media. The campaign was a resounding success and exceeded all sales expectations. The 2008 program not only rendered significant consistent cash flow to “self fund” future additional advertising but it also positioned Argenus for an aggressive expansion in the second quarter of 2009.