OVERVIEW

The Spot Satellite Messenger is unlike any other communication device you’ve ever experienced and is an absolute must for anyone who ventures into the great outdoors, has an active lifestyle or for families that just want to stay connected.  The Spot Satellite Messenger gives you the power to do things that cell phones and traditional GPS devices can’t, like send Text and E Mail messages from virtually anywhere in the world, or track progress real time using Google Maps.  In real emergencies, SPOT’s one touch 911 button can alert a international rescue center of your exact GPS location with a touch of a button.

THE OBJECTIVE

SPOT was looking to increase their annual subscription base through television, print and retail sales.  The current short form ad campaign they were running was not resonating with the consumer and failed to provide the type of results they had hoped for.  Our objective was to utilize the creative assets they currently had and re-position them in a way that would yield the type of results they needed to meet their subscriber goals.

THE COMPETITIVE EDGE SOLUTION

After carefully reviewing the past results of the campaign as well as the current creative and creative assets, Competitive Edge determined that we could realign these assets into a Long Form creative with just the addition of some host wraps.  We also determined that in order to increase the number of subscribers, we also needed to increase the reach of the message and introduce all the different ways that this device could be utilized in peoples daily lives.

Our creative team shot the host wraps for the new show and then assembled the pieces as well as the CTA (Call To Action) in order to present the amazing value and necessity of the SPOT Satellite Messenger.  Our media team put together several sponsorship opportunities where we utilized both the Long Form and Short Form creative to drive people to SPOT’s website to either sign up on line, or print out a $50.00 off coupon to be redeemed at a participating retailer.

THE RESULT

Within the first month of implementation, the new campaign performed at a record rate, breaking the one month record for activations by over 40%.  The effect of the campaign at retail was also robust resulting in a strong retail sell through with very measurable results.  Today, the SPOT Satellite Messenger is enjoying phenomenal success both on line and at retail.  The campaign has resulted in many new retailers coming aboard and broadening Spot’s retail footprint, which in turn has helped to achieve the overall goal of increased subsribers.