Direct Response Advertising

“Direct response TV (DRTV) offers executives reliable options that they can turn to for prompt and accurate feedback” (Andariese, 2007).

Direct response advertising in television was started by Al Eicoff in the 1940s (Barker, 1995). It is a common form of advertising because it provides marketers and researchers with additional quantitative data and feedback of the success of the campaign (Barker, 1995). Direct response advertising is a more accountable method of advertising because effectiveness can be measured with the number responses.

Research has been completed looking at which methods most effective at eliciting a response from direct response advertising. Woodside and Soni (1991) found that a toll-free number was not only more likely to convert inquirers into customers but also those customers were also more profitable when compared to mail or reader-services. Hence, most direct response ads provide a toll-free number for prospective customer to call. Barker (1995) has prescribed a ten-point plan to address key issues when planning for a direct response TVC, they include: set response objectives; define the target audience; select a memorable telephone number and test the system to name a few. A recent success was Ameriprise and the Dreams Don’t Retire campaign.

Amerprise

Dreams Don't Retire

Agency: Saatchi & Saatchi NY

Ameriprise is a spin-off of the financial service giant American Express. It was only formed recently and entered into an extremely competitive environment. Ameriprise’s target market is the more affluent retired or near retired American Baby Boomer (ARF, 2008). In America alone, 401,000 Baby Boomers are now reaching retirement age and in the near future, the Baby Boomers will control over $2 trillion in assets (ARF, 2008). No wonder competition is fierce. The launch of Ameriprise was success in catching the attention of the target market, however since then, it has been struggling to get them to ring in or visit the website to enquire about Ameriprise’s services. Ameriprise needed a strong direct response campaign to turn this trend around.

The objective of the campaign was to build brand awareness and to differentiate Ameriprise from its competitors. Ameriprise wanted to redefine the industries perception of retirement. Current industry communications were bland, number based and out-dated. This campaign took a more emotive approach and appealed to the inner ambitions. Ameriprise wanted to inspire and challenge Baby Boomers. The ad achieved this by asking the target audience to dream again.

Before the presenter, Dennis Hopper, was selected, quantitative research was done to make sure the target audience would respond positively to him (ARF, 2008). However, even without research, I can see why they would find him appealing. He is of the same age, well respected amongst the film community and is an original rebel just like the Baby Boomers. He is presented affluently, yet also fashionable making credible. Hopper’s most renowned films and hay-day was in the Baby Boomer era, therefore making him highly recognisable amongst the target market. He reflects the target market very well.

The execution of the ad was also well done and suited the target market. Through their own research, Ameriprise found Baby Boomers to be original rebels and “work hard/play hard” generation (ARF, 2008). They were ever optimistic and were looking forward to starting the next chapter of their lives. In the Beach ad, the tone is immediately set by Hopper throwing a dictionary and burying it into the sand. The rebellious tone is identified straight away and appeals to the target audience. The script is cleverly crafted and attempts to reflect the thoughts and fears of the target market but delivered with humour so that it simultaneously inspired them. The final call to action is executed subtly with a memorable number just as Baker recommended.

I would have improved the ad by leaving the screenshot of the website for just a little longer. I thought it was too quick for people to remember what it was. I also would have placed the web address at the end because people will usually only remember the beginning and the end of ads.

Overall, the campaign was a great success. Brand awareness increased 29% which was above expectations and goals (ARF, 2008). Traffic to the website increased by 15% during the campaign. 

AAMI Insurance
What About Me? Safe Drivers Reward
Agency: Badjar Ogilvy, Melbourne   

What about me? That is hook for the AAMI’s new TVC campaign. The ad shows a bunch of comical accidents and concludes with the “safe driver” at the end crying out for fair go, “what about me?” This is all done to the tune of a recent Australian chart topper, What About Me by Shannon Noll. The objective of the ad is to attract new enquiries to AAMI’s call centre. The target audience is not only drivers who never claim but all drivers.

On face value it appears that they are only attempting to target drivers who never claim, but if you ask anybody if they are a good driver, they are most likely to say yes. AAMI have been clever and caught on that fact with this TVC. Therefore, the target market for this TVC is all drivers who perceive themselves as good drivers. It does not matter whether the drivers are in reality good drivers or not, it is their self-perception that AAMI is targeting.

The “safe driver” in this TVC has been well casted. He is the average Australian bloke. He is not especially glamorous or a typical Calvin Klien male presenter. This presenter was chosen in an attempt to target as many people as possible. By using an “ordinary” person, AAMI is hoping that “ordinary” viewers will be able to relate.

The circumstances that the ad shows are anything but ordinary. They have been exaggerated greatly to increase the humour appeal. The humour coupled with the music is an attempt to grab the attention of the audience. The extra-ordinary events further highlight the “safe-drivers” cry for a fair go. The crazy accidents in the background is placed in a juxtaposition against the safe driver which sets up the appeal to the audience’s want for better value and AAMI’s offering to rewards perfectly.

The format of the TVC follows psychology theory well. It leaves the contact details to the very last frame. Psychology theory suggests that people will best remember the beginnings and the ends of things they perceive. So this TVC, like most direct response advertisements is no exception.