Direct > Use of Media
COSMEO INTEGRATED CAMPAIGN
RAPP COLLINS WORLDWIDE, New York / DISCOVERY EDUCATION / 2007
Overview
Credits
Overview
ClientBriefOrObjective
We were challenged to:• Bring Discovery Channel’s Cosmeo to life, highlighting the first smart tool – an online video source that captures children’s imaginations by reinforcing what they learn in school.• Use the direct marketing campaign to drive parents and children online to experience Cosmeo and sign up for a free 30-day trial.• Compel parents and children to explore Cosmeo by stressing its benefits/features: - 30,000 educational video segments - Based on the most widely used educational video streaming service in U.S. schools - Powerful search tools by subject, keyword and grade - Fun, subject-related games and interactive quizzes
Outcome
Free trial sign-ups for Cosmeo doubled with these integrated efforts.Though specific results were not tracked because the DRTV spot did not contain a unique URL, the majority of total trials was generated when the spot aired. Also, the highest rate of unique visits to Cosmeo.com occurred during the DRTV media flight.In comparison to projections, direct mail results:- Exceeded low-end projection six times- More than double the mid-level projection - Currently at 86% of high-end projection The direct mail campaign was successful in generating incremental trials, an 811% lift over the control group.
High conversion rates from trial to subscription indicated targeting and messaging were effective.
Solution
We created a DRTV spot, print ad and two direct mail pieces to communicate that, with Cosmeo, children were immersed in a fun way of learning.
For example, the 60-second DRTV spot showed kids actively learning. The spot was driven by upbeat music and interesting scene transitions, which gave it the feel of a music video.The journal mailer was sent to kids in a weathered package from a “friend” who has traveled around the world on a Cosmeo learning adventure. It included an interactive CD which connected them to Cosmeo.com, and blank pages were left to record their own Cosmeo experiences.
More Entries from Best Integrated Direct Campaign in Direct
24 items
More Entries from RAPP COLLINS WORLDWIDE
24 items
