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Philips Consumer Electronics: TiVo

The target was extremely broad. There was no way to specifically target men or women, or even an age range. Our program had to be meaningful to whomever the television influencers were in the family, including children and teens. So the commercial presented clips of various characters, including a single male, a couple, and a “made-for-television family,” to demonstrate various features and their uses for different types of people in their everyday lives. This approach allowed us to present lots of valuable information that would appeal to a wide audience.

Direct success. Retail success. Euro's direct-response format exceeded expectations. Philips estimates that with every one TiVO system that is sold through the television, another five are sold at retail.
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