Eagle One Direct Response Case Study

VIDEO: Eagle One

www.buyeagleone.com

"The Cesari Direct team have been great partners, they've really helped to re-invigorate the Eagle One brand. We're thrilled with our 2008 direct and retail sales and we're looking forward to expanding in 2009!"
Lorna Willis
Brand Marketing Manager, Eagle One, a Division of Valvoline (Ashland, Inc.)

"AutoZone has named Eagle One comeback brand of the year due to their DRTV campaign!"

2007 Automotive Infomercial
of the Year
Eligible productions include all the new infomercials reviewed during the calendar year (over 400 infomercials) of 2007. This includes all-new editions of previously aired infomercials, as well as wholly new products. Judging criteria includes assessment of overall quality of the production, effectiveness of the production to achieve its goals, and the success of the product in the DRTV marketplace.

Jordan Whitney, Inc., a Tustin, California-based research, consulting and publishing company, has been monitoring, ranking and critiquing direct response television commercials - both infomercials and short-form spot advertisements - as they appear on cable networks and select broadcast stations throughout the United States. Jordan Whitney is the independent "go-to" consulting firm for leading companies in the direct response television industry and retailers who wish to draw upon its extensive database of reviews and analysis of direct response commercials.

Successful Campaigns: Eagle One

Eagle One, a division of Valvoline, teamed with Cesari Direct to reverse more than three years of lackluster sales by using the power of direct response television to educate consumers on how Eagle One's revolutionary ingredients with Nanotechnology can improve the car cleaning experience for the consumer.

Cesari Direct integrated a long-form infomercial, short-form spots, and a DRTV micro-website to explain Eagle One's "Nanotechnology" and how it improves results yet reduces time when applying the company's car cleaners, polishes and waxes. The message and awareness was then effectively carried to each and every Eagle One product featured in attractive point-of-sale retail displays.

Two types of consumers were effectively targeted in the campaign - the "car enthusiast" and the "weekend results seeker", both of whom were very receptive to Eagle One's positioning statement of "Great Results in Less Time."

Adrienne Janic, ("AJ" from TLC Networks' weekly show "OverHaulin'") was chosen as the Eagle One spokesperson. A car-world celebrity, AJ has proven to be a wonderful ambassador not only for her identity with automobile community but also for her captivating energy and down-home charm.

Eagle One conducted its initial media testing during a six-week period in autumn of 2007. The results significantly exceeded the company's minimum retail improvement sales goals and its direct response MER goals. The actual campaign debuted in February 2008 and has been successful in providing a consistent 37 percent retail sales increase nationwide!

Point-of-sale display end caps, particularly at Wal-Mart, have been very effective at reinforcing the DRTV creative. This combination of retail displays and the strategic ratio of long and short form DRTV media has been the main engine driving the retail lift, another example proving the ability of DRTV to drive direct sales and influence retail sales at the same time - a model that has become Cesari Direct's specialty.

AutoZone, a chain of more than 8,000 automotive retail stores, voted Eagle One "Comeback Brand of the Year" in May 2008 as a result of the company's DRTV campaign.

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