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TV Only Primary: TV Primary: Retail Lead Generation Promotional Video
Char-Broil Sears MSN TV
Microsoft: MSN TV Internet Receiver & Service

And we expanded the market to include gift-givers. We knew that the technology barrier can be very strong for some people, so we made sure that our spots targeted a second audience just as effectively. We encouraged Internet-lovers, who would clearly understand and appreciate the benefits of MSN TV, to buy it as a gift for their friends and family members who were slow to catch up.

We even beat our own expectations. Of the calls from the TV spots, more were converted to sales than we projected. And for every direct sale, MSN TV saw eight or nine at retail. The summer of 2002 was so successful, they are re-running the spots in Q4, and have added direct mail and radio to the campaign.
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