Direct Response: AARP – Short Form
Canvas Films improved the CPO of AARP’s direct response campaign by 10% over AARP’s orginial control commercial. To achieve that Canvas Films and an independent DRTV consult where tasked with re-editing there existing media into a more concise and effective direct response message after their initial campaign launch by another company did not produce the results they wanted.
AARP and Dumont Group came to Canvas Films to revise their existing direct response campaign and improve on it’s performance. Working with an independent DRTV producer, the post production team at Canvas Films was able to work with existing footage and create a new spot from scratch.
After a 4 week test the 120 spot created by Canvas Films had comparable calls/add and cost/call, however CVR was +16% higher resulting in improved CPO by 10%.
The new :60 spot out performed the control spot by a huge margin according to results shared with Canvas Films.
After all the results where studied, AARP decided to roll out both of Canvas Films 120 and 60 spots nationwide.