Direct Response Television (DRTV) has gained momentum since the 1980’s as a popular marketing mechanism geared to direct consumers straight to a company via a toll free number or a website URL. You might better know DRTV by the name “infomercial”. Western Union has tagged Acquirgy(TM), a company specializing in digital and traditional Acquisition Marketing(SM) to roll-out of a major national DRTV initiative for their new MoneyWise(TM) Prepaid MasterCard(R).
Western Union and Acquirgy have recently developed and implemented a DRTV test campaign introducing the MoneyWise Prepaid MasterCard and a national rollout has begun based on initial positive results. Western Union joins the ranks of other Prepaid Card TV advertisers including Russell Simmons’ Visa RushCard, NetSpend’s Prepaid MasterCard and AccountNow’s Prepaid Visa Debit Card.
According to Wikipedia:
“DRTV has also become a commonly used advertising medium for insurance companies, mortgage companies, cell phone providers, credit card companies, and a host of other services. Companies using this approach include Blue Shield, AAA Insurance, Bank of America, Citibank Credit Cards, DirecTV, Dish Network, and many more.”
Steven Morvay, President of Acquirgy, commented:
“We are very proud to be a part of Western Union’s first foray into DRTV. The success of the program is a result of terrific team work! In a highly competitive space it is gratifying to note that we are being recognized by international companies seeking strategic talent with demonstrated expertise.”
According to Acquirgy they provided complete services including creative development, production, post-production, media planning and buying and state-of-the-art offline to online response reporting through their proprietary iFactz tracking system. Interestingly, on Acquirgy’s website, under the Our Results drop down menu, there are significant claims as to accomplishment. The site states, “Our results are not only memorable, they’re measurable,” then lists several client case studies.
As accountability and metrics continue to evolve through mediums as DRTV and the internet, many industries including the prepaid debit card space will continue to grow and thrive.