CAIRE was launching the FreeStyle Comfort, their new portable oxygen concentrator, against a large entrenched competitor who dominated the market with DRTV advertising for 5+ years. CAIRE needed to overcome market perceptions to get homecare providers and patients to believe there was a better option.
183 developed a positioning and new campaign that tied the product’s name to its emotional benefits. In the comfort zone campaign, we showed how the Comfort’s unique shape and smart features could provide patients the peace of mind they seek. The campaign was shot in a higher quality style vs. the standard DRTV advertising in the category to further portray a higher quality image to patients and HCPs. The campaign helped the Comfort device gain significant share of the category in year 1.
:60 TV Spot
3D Animated Technology Video