sonicare
VIDEO: Sonicare “Cesari Direct impressed us in how they handled the unexpected “hiccups” that emerged during our campaign. They quickly solved any problems and kept the project moving right on track.” Mike Stull “The Cesari Direct team is always focused on generating optimal sales and strong branding for their clients.” Bill McClain ClientsCase Study: SonicareThe Sonicare Toothbrush Uses DRTV to Increase Profits at “Sonic” Speed!With a high price point (>$140) and minimal retail presence, the management of Optiva, Corp., in Seattle, WA decided a DRTV campaign would be the best method to introduce and educate consumers about their unique “sonic” powered toothbrush: The Sonicare Toothbrush. Optiva, Corp. was positioning themselves to compete with two of the nation’s largest “oral health” companies: Braun and Oral-B. Cesari Direct produced a long form infomercial that effectively utilized expert testimonials from industry opinion leaders combined with concise explanations of the “sonic” technology unique to this toothbrush. Prior to the DRTV campaign, Cesari Direct and Optiva Corp. engaged a nationwide network of dentists and periodontists to test the product in their clinics. With overwhelming positive results from these industry representatives, there was no shortage of dental professionals willing to endorse the toothbrush adding significant credibility to the product and ultimately the DRTV campaign. Additionally, the infomercial successfully leveraged the results of the clinical trials that evaluated the efficacy of the Sonicare Toothbrush. The combination of the previously mentioned initiatives clearly proved to the viewer that the “sonic” technology is vastly superior to simple manual toothbrushing and helped to justify the high price point. The tag line: “Cleans Beyond The Bristles” was born!
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