Euro-Pro Shark Navigator

Direct Response AWARDS

2010 ERA People’s Choice Award “Best Long Form of the Year”

Client: Euro-Pro Shark Navigator
R2C Group’s creative strategy included an appearance by the CEO on-camera, thereby demonstrating confidence behind this product. Also, the female host had received high scores following dial testing studies. She had been included in several housewares campaigns for the client, which showed a consistently strong voice for the brand. With numerous demos – the use of the products in demonstrations effectively showed the long-term benefits of the Shark Navigator. Dial testing results continually returned high scores during demonstration sections.

In addition, the client was willing to go head-to-head with the established brand leader in the no-loss-of-suction category of vacuum cleaners – Dyson. This strategy resulted in tremendous product recognition and drove record sales. Lastly, the offer includes a free Steam Mop – another popular and high-demand product (with a $99 value) that has had strong sales in the housewares/cleaning category. The Shark team confirmed that all CPO, web conversion and upsell benchmarks either met or exceeded the original goals.