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Premium Direct Response TV Case study

Direct response TV campaign for premium B2C brand

Quooker are the world’s most famous boiling water tap. In addition, it also offers the usual hot and cold and now, with the introduction of the new Quooker CUBE, chilled and sparkling too. All at the turn of the tap.

Quooker have always been brand focused and invested heavily in TV advertising. It has a strong impact on their retail sales which make up 70% of their turnover.

In response to a brief to increase direct to consumer sales, AJ recommended a daytime only, direct response TV plan with a 60 second commercial designed to trigger response. In comparison to the brand commercial which is very much about lifestyle, the direct response version focussed on the tap’s USP’s and method of operation. This has proved highly effective and has increased direct sales by 50%.

Objectives

Create an informative commercial to educate viewers on the usage of a Quooker Tap

To encourage purchase with a relevant and persuasive offer

Manage and track campaign performance using Adalyser software

Cherry pick programmes that have a high index against the target audience of AB, 55+ individuals

Create TV scheduling to complement Brand TV activity

Strategy

Always looking to reduce costs for a client, AJ employed a buying strategy that cut 50% off the standard pricing. The result was that online traffic soared and delivered Quooker their lowest ever cost per site visit.

Weekend airtime was upweighted to reach as much of the working population within the target audience as possible. The campaign focussed on relevant ‘Home Environment’ programming with a 60 second informative commercial. We also selected a broad range of TV channels to gain as much coverage as possible with the budget allocated.

Results

  • Campaign delivered a 25% lower cost per new GA4 user (website visitor)
  • Cost per site visit on the channels where we also ran the brand response TV campaign was up to 50% lower – showing additional efficiency when running both brand and direct response together.
  • Direct sales showed a significant increase.
  • Following the test we have continued to run the DRTV campaign alongside the BRTV when ‘in campaign’ and as a stand-alone, when out of campaign.
  • During lockdown we pulled the Brand campaign as the retailers were closed. When we started the DRTV version in July, we saw amazing results with cost per new GA4 users at an all-time low.
  • Due to the strong results both in terms of new GA4 users and direct sales, the DRTV campaign now runs all year round. Historically the client was only on air for 6 months of the year in 2-to-3-month bursts.
  • Research conducted by Adalyser has proven the short and long-term benefits on running both Brand and DRTV side by side at the same time.
Quooker
AJ took a unique and refreshing approach which won them the account. They have not disappointed and the results have followed. We therefore highly recommend them!

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