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ACCELERATING TRIAL OF THE PRODUCT
A breakthrough advertising campaign was targeted to prison wardens to generate requests for a video demonstration of Sensormatic's CCTV security products built by Robot Research. The ad campaign and direct response program extended to other vertical channels such as auto dealers, convenience stores, equipment yards, and jewelry stores.
Cita also produced and directed a videotape entitled "Command and Control." The program demonstrated the products using a variety of case studies and let the customers tell their own story to add credibility.
The combined campaign was designed to increase brand awareness and generate requests for the demo video. The direct mail campaign alone generated a 28% response.
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