Field Reports1 Jan, 2004 By: Thomas Haire Response
DMW's BlueCross BlueShield of Texas DRTV Spot Tests Well
WAYNE, Pa. - A new DRTV spot for BlueCross BlueShield of Texas (BCBS), produced by DMW (a full-service direct response advertising agency), has reportedly delivered 40 percent more leads than initial projections by the company. Following more than a year of cajoling by DMW, the insurance giant is pleased with taking what can best be described as a cautious leap.
"DMW had been talking to us about DRTV for more than a year," says Dan Detar, BCBS of Texas' director of advertising. "We knew it was working for other BCBS plans but didn't have the big budget to get into it. DMW showed us a way to test economically, so we could see how it works and include it in future marketing plans."
DMW has worked with BCBS on taking its plans to market for nearly two decades. The key to entering the DR market, according to DMW, was creating a comprehensive turnkey program that would result in a low-cost entry into the market. The spot is built upon a "best practices" platform and incorporates DMW's expertise in BCBS markets.
"We know this type of creative effort works, and we can confidently offer it to other BlueCross BlueShield plans that might have the same trepidations about trying DRTV," says Warren Hunter, president and CEO of DMW.
Respond2 Bows Songbird Hearing Aid Web Site, DR Campaign
PORTLAND, Ore. - DR agency Respond2 launches a Web site for Songbird Hearing Inc. to help the company reach the hearing-impaired community with a unique disposable hearing aid offer. The transactional site, www.songbirdstore.com, is centered on a special online offer for the company's Songbird 400-hour digital hearing aid, a new disposable hearing aid.
The device is targeted to first-time hearing aid wearers seeking a device for situational use. The site was designed to facilitate a convenient and educational purchasing experience. The site also offers related products for the hearing impaired.
This online marketing effort is supplemented by a short-form DRTV campaign from Respond2, focusing on the benefits of a low-cost, replaceable hearing aid. The campaign, which began in Nov., drives consumers both to the site and a toll-free number for more information.