R2C Group Cleans Up with an Integrated Campaign for Shark Navigator

Agency’s Extensive Experience in Housewares Ensures Success

PORTLAND, Ore. – April 18, 2011– R2C Group ®, the industry’s largest independent direct response advertising agency, today announced incredible results to an ongoing, collaborative marketing relationship with Euro-Pro and the well-received Shark® Navigator™ Lift-Away® campaign – the next generation to the original Navigator vacuum. For 20 consecutive weeks since November 2010, the Shark Navigator Lift-Away campaign has consistently placed among the top 10 long-form programs ranked by the Infomercial Monitoring Service (IMS).

Shark’s ‘Never Lose Suction’ technology allowed Euro-Pro to create a powerful yet lightweight, easy-to-use and maneuverable vacuum, which is a perfect product for direct response television media. This new campaign demonstrates the success R2C Group can achieve with its integrated service offering because the Shark Navigator has taken advantage of advertising expertise across the company from the agency’s creative, media and digital experts.

Respond2, the creative company within R2C Group, worked with the Shark Navigator team to create a campaign that combined strategies to sell the product directly to consumers, online and at retail. The campaign prominently features company CEO and well-known spokesperson, Mark Rosen, demonstrating the vacuum’s superior cleaning experience in an infomercial format. The campaign primarily targets female users, ages 25-65 and is consistently running on a wide variety of national cable networks and local affiliates across the country.

R2Ci, the digital and mobile solutions company within R2C Group, created a seamless online presence for the product featuring a high-impact video, clear and concise lists of features, offer inclusions and dynamic upsells creating a streamlined customer experience. Online, the Shark Navigator has earned many 5-star reviews from customers which help reinforce the purchase decision for any web-based visitors. The Shark products are available at http://www.sharkclean.com/.

With help from Cmedia, the media-planning and -buying company within R2C Group, so far the campaign has exceeded direct response telemarketing and online response goals while maintaining a consistent ranking on the IMS Top 10 list for the last 20 weeks. The success of this campaign has also contributed to Euro-Pro’s recent honor as ‘Supplier of The Year’ in the Housewares category by Wal-Mart.

“When comparing the Shark Navigator to the competition, users get superior power, performance and versatility at less than half the price of the leading competitor,” said George Fettig, chief marketing officer for Euro-Pro, which owns and manages the Shark brand. “For several years now, we have enjoyed a successful partnership with R2C Group to help us create urgency and bring Shark’s innovations to market.”

About Respond2

Since 1998, Respond2 has been a leader in direct response TV advertising. The agency has created thousands of successful TV commercials that use the power of television to drive ROI. Today, that power is not just in the living room. TV is everywhere: in our hands, on our desks, in our briefcases and all around us. Consumers are receiving messages — and responding — online and through their mobile devices. Respond2 optimizes your campaign for all media. The Respond2 team is comprised of creative, production, and post-production experts working together under one roof, so clients enjoy smooth rollouts and a high-quality result.

About Cmedia

The Cmedia team is focused on increasing marketing and advertising ROI with highly analytical, data-driven media strategies paired with superior client service. Their unique approach to direct response media-planning and -buying includes aggressively negotiating in multiple formats: short form TV, long form TV, digital, mobile, radio and print. Cmedia Tracker, the agency’s sophisticated tracking technology, allows the team to plan targeted campaigns that maximize profits. The technology assists in media buying, planning, and analysis, tying all relevant information back to response mechanisms and sales data to take advantage of how today’s consumer sees and responds.

About R2Ci

To help clients connect to the connected consumer, R2Ci offers a new approach to strategic digital and mobile services. With an ongoing focus on innovation, the team offers new solutions in media, user experience, social influence marketing, analytics, and technology. R2Ci helps companies build better brands by creating online and mobile interactions that put the target audience first and deliver results for clients.

About R2C Group

R2C Group, the industry’s largest independent direct response advertising agency, offers clients a winning combination of creative and production, media-planning and -buying, as well as performance-based media for TV, online and mobile. For more than a decade, the team at R2C Group has been harnessing the power of TV for marketers to drive response, acquire customers, sell products, and build brands – ultimately providing the most efficient and effective advertising possible for its clients. Headquartered in Portland, Ore., with offices strategically located across the country, the agency’s clients include Adobe, bareMinerals, Humana Healthcare, NordicTrack, Rosetta Stone, Shark, TiVo and many others. More information is available at http://www.r2cgroup.com/.

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