Advertising Industry
Industry: Email Alert RSS FeedPHILIPS USES INFOMERCIAL TO PUT SPOTLIGHT ON NEW DVD PLAYER
Advertising Age, October, 1998 by Krol, Carol
Philips Consumer Electronics introduced the Philips Magnavox digital videodisc player via an award-winning infomercial from Tyee Group, Portland, Ore.
There was a complex set of objectives: to introduce and educate consumers about the new DVD technology, as well as sell the product both directly via an 800-number and by driving traffic to retailers.
"When you have a technology-rich product with so many features and benefits, it's difficult to capture those in traditional advertising," said Michael Keel, VP-advertising at Philips.
The infomercial included testimonials from people in the movie industry, details about the product and a mock film noir piece to illustrate DVD's potential. The 281/2-minute infomercial, supporting the December 1997...
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