CRM Video Production Studios | Case Studies: Remington Health Products

Remington Health Products

Client:	Remington Health Products
Background:	Remington Health Care had sold their core product of liquid vitamins into Sam's Club and needed a spot for the Sam's Club in-house TV network.
Project Summary:	Remington's most important product, *Drinkables Joint Care*, was requiring a national look to compete with big national advertisers who were also national Sam's Club suppliers. The Client had a very limited budget with which to produce a 30 second spot.
Goals:	Produce a national look in a TV spot, introduce a product to shoppers via the in-store TV network, on a local budget.
Challenges:	Money. There wasn't enough money to shoot a 35mm spot; yet the spot had to compete with spots that were costing upwards of a half million to a million dollars in production quality.
Planning & Research:	A big concept and strategy meeting with the president, head of marketing and head of sales lasted several long hours as the product attributes and benefits were discussed. Prioritizing the most salient marketing points, understanding the 'billboard effect' of shoppers as they relate to the commercial and even colors were discussed.
Strategies & Tactics:	CRM Studios recommended the use of 3D animation and it proved to be the best conceptual strategy to come out of the planning, concept and research meeting. Bright colors and a very direct sales approach, as well as knowing shoppers may only spend 10 seconds viewing the product, were all taken into account. Keeping the bottle on the screen during the entire 30 second animated spot proved highly successful, as this was a new product roll out.
Results:	The spot, done entirely in the animation department at CRM Studios would hold up in any competition with million dollar spots. By realizing the limited budget and what it would take to compete in the complex world of high budget spots proved very helpful to the Clients. As of this date, several more spots have either been executed or are planned for 2006 and beyond. It is anticipated that all of the products available under the Drinkables line of vitamins will some day have their own national 30 second spot.