Challenge

 

Increase the size of test market for new water-saving technology.

 

Strategy

 

• Create demand for product launch via microsite

• Develop a testimonial-driven DRTV commercial to drive consumers to retailers and e-commerce sites

• Use DRTV placement to encourage merchants to stock in high-value regions.

 

Results

 

• Doubled in-store placement; test markets secured in all high-value regions

• Retail sales +32% v. plan

 

Awards

 

• ​2012 Silver Davey Award - Website (TV)

• 2012 Silver Davey Award - Commercial (Green/Eco-Friendly)

• 2012 Gold MarCom Award - Product Launch Campaign

• 2012 Platinum CarCom Award - DRTV Commercial