Direct > Use of Media
QUIGLEY SIMPSON, Los Angeles / REUNION.COM / 2008
Overview
Credits
CampaignDescription
Bring Reunion.com to life as the premier destination for mature social networking and drive new membership enrolment. Highlight Reunion.com’s differences from Myspace and Facebook which are more trivial, youth-oriented sites. Communicate that Reunion.com wants to bring people back together through its proprietary search technology, enabling searches that are impossible on other sites. Promote the unique “free search” feature as searches convert to new members and revenue. Drive hits, inquiries and new members.
Idea
Leverage through :30 format the very provocative “search” feature from two angles: 1) Search for someone, remind viewers of who they might want to reconnect with, 2) find out who's searching for you, remind viewers about "fear of loss" - someone could be looking for you and you're missing it. "Retired" uses a clever creative approach that brings the outcome of a "reunion" to life for our audience and leverages nostalgia and the joy associated with finding a lost friend from the past.
Outcome
Traffic to the new domains was markedly superior in terms of acquisition and conversion behaviour. Click to Lead was 2.8 times the average. Lead to sale was 2.1 times the average. Value per registrant during the campaign was also more than double the overall average prior to the launch of the campaign. The overall web traffic via both unique and home URL during the flight increased significantly; the cost per lead was in the single digits.
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