Designing a DRTV event-driven campaign for the Titanic Heart Necklace was based on a unique targeted event, the 100th anniversary of Titanic’s sinking. Using our extensive direct response television experience with other non-event driven campaigns for collectibles, DirayTV focused on a core group of networks that respond well to these products. Our successful collectible campaigns include The Morgan Silver Dollar, $50 Gold Buffalo, 1933 Double Eagle and the National Parks $2 Bill.
In the case of the Titanic Necklace, we tested female-targeted networks in addition to our key networks. Our test results defined who the target was and which networks we could expand media buys. Testing began in November and DirayTV rolled out a national campaign in January 2012.
Event-driven campaigns can have a short window and it’s very important to build media awareness and drive sales leading up to the event. As the anniversary approached, the DirayTV Media Team started targeting Titanic specials, movies and programming related to the event. This strategy is very effective and strong results generated from TV and Web sales confirmed the campaign’s success.
Direct sales peak the week of an event with left over excitement lasting up to two weeks after. After the Titanic anniversary, we tailor our media spending to match the demand in response. This is typical to event-driven campaigns.
Client: National Express under a licensing deal with Premier Exhibitions
Web address: www.TheTitanicNecklace.com
The necklace contains authentic coal recovered from The Titanic.
RMS Titanic, Inc., a subsidiary of Premier Exhibitions, Inc., serves as the exclusive steward of RMS Titanic that tragically sank on April 15, 1912.