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one+=' Philips had a great product to offer the marketplace, an audio CD-recorder (ACDR) that allows users to create customized CDs from their favorite discs. Initially, Philips used traditional 30-second spots to drive retail sales of the ACDR, but the campaign produced poor results. The benefits of owning a CD-recorder weren\'t being effectively communicated, and there was no incentive for consumers to purchase at the relatively high price point of $449. ';
two+='Philips\' communication challenge presented an ideal "problem/solution" creative opportunity for Euro RSCG 4D DRTV. Retail sales were clear indicators that consumers had not realized the benefits of compact disc recording technology. The spot needed to balance the brand essence of Philips, yet be more direct in asking consumers to buy the product by either calling an 800 number or going to a specific retail channel. The direct response element is a special "50/50 offer" $50 rebate/$50 in CDs and encourages viewers to call for the rebate coupon and the location of a nearby retailer. As an added bonus, Philips benefits from purchasing DRTV spot media, which typically costs 40-60 percent less than traditional advertising media time. ';
two+='Results ';
two+='The primary objective to provide a lift in retail sales proved the spot\'s effectiveness as Philips realized more than a 50 percent increase in unit sales during the course of the media campaign. Additionally, given the high price point, direct sales far exceeded expectations, which further offset the cost of advertising.';
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