While working for comparenow.com, I was tasked with taking our “How It Works” video, which introduced consumers to the service we provided, and converting it into a direct response style television ad. While I’d have preferred to write a creative ad, I was confident that I could easily accomplish the task and that I could explain what it is that comparenow.com does in such a way that the viewer would not only understand it, but would be interested in trying it out.
The comparenow.com “CEO” TV Spot
It’s a bit dry, but it worked. The original source of the script was similar, but featured animation and talked a bit more about what users could expect. It was a bit less sales-y, but it was an informative piece not an advertisement.Click here to see the “How It Works” video.
This ad was produced along with four other ads which were created by a local creative agency for the purpose of testing different types of television creative. As the numbers came back month after month I was quite interested (and amused, if we’re being honest) that this ad outperformed the others. It had the highest response rate and highest recall rate. All said and done, it also had the lowest cost per unique visitor (CPUV) of that ad group.