The Electronic Retailing Association

CATEGORY 2: BEST LONG FORM

Awarded for outstanding product sales sold through long form clip

Judging criteria for this category are amongst others:

  • clear, comprehensive and compelling explanation of product features and qualities
  • convincing explanation of special USPs
  • a successful sales story
  • competent and convincing presenter / presentation
  • appeal of pictures
  • sound and motion flow
  • overall presentation

Nomination #1: Sofa Saver

Product: Sofa Saver (Products 2 TV)

Company: Surging Media

Country: U.S.

Reason for nomination

Rationale for nomination: clear, comprehensive, convincing, visual quality, successful story, U.S.P.s, overall presentation, picture, sound, flow.

Nomination #2: Gel Seat Cushion

Product: Gel Seat Cushion (Mesa Products)

Company: Surging Media

Country: U.S.

Reason for nomination

The commercial is clear, comprehensive, convincing, visual quality, successful story, U.S.P.s. Overall excellent presentation, picture, sound, flow

Nomination #3: Pure Air 3 in 1

Product: Pure Air 3 in 1

Company: Surging Media

Country: U.S.

Reason for nomination

The commercial is clear, comprehensive, convincing, visual quality, successful story, U.S.P.s. Overall excellent presentation, picture, sound, flow

Nomination #4: Crepe Maker

Product: Crepe Maker (Thane)

Company: Surging Media

Country: U.S.

Reason for nomination

The commercial is clear, comprehensive, convincing, visual quality, successful story, U.S.P.s. Overall excellent presentation, picture, sound, flow

Nomination #5: Clever Cane

Product: Clever Cane (Your Products)  

Company: Surging Media

Country: U.S.

Reason for nomination

Clear, comprehensive, convincing, visual quality, successful story, U.S.P.s, overall presentation, picture, sound, flow

Nomination #6: The Octasmart Mattress

Product: The Octasmart Mattress

Company: Studio Moderna Brands/Dormeo

Country: UK

Reason for nomination

The Octasmart Mattress commercial marks a new era for Dormeo UK/SMBI. It features genuinely unique, patented technology called the Octaspring which is featured inside a product of high quality that will have genuine life benefits to the user. The film was scripted and edited in such a way that each feature, and its benefits, were explained in a  clear and compelling way. The production values were extremely high showing a modern, high end set that reflects the nature of the product. A lot of thought was put into the creation of the CGI which tells the story and is beautifully made. The presenter, Lucy Piper, is bright and engaging, and it is likely that this films success is down to it's excellence in terms of content and its appealing, aspirational look.

Nomination #7: The Octasmart Topper

Product: The Octasmart Topper

Company: Studio Moderna Brands/Dormeo

Country: UK

Reason for nomination

The Octasmart Topper is the only topper to contain the globally patented Octaspring technology, the true innovation in the sleep industry which is presented in the long form with the values of the Octasmart brand, detailing the key benefits of the unrivalled technology as the topper is 8x more breathable, gives 3-dimensional customised support and up to 8x better pressure relief - all for longer, deeper, more restful sleep. The long form is strengthened by featuring the Octaspring aerospace journey and visually explaining the technology and associated benefits.

Nomination #8: Active Compression Socks

Product: Sankom Patent Active Compression Socks

Company: Sankom

Country: Switzerland

Reason for nomination

The Sankom Patent Socks Long Form clip convincingly demonstrates the unique product with great detail. Showcasing a large number of different people, it shows just how versatile the socks are, helping not only people of all ages struggling with heavy legs, varicose veins and leg pain but also frequent fliers and athletes. The 3D imagery is easy to understand and aesthetically pleasing perfectly explaining the unique patented functionality of the Sankom Patent socks. Not only is the product truly one of a kind, it is also clinically proven to improve blood circulation and have a very high satisfaction rate. The easy going yet convincing presentation, unique selling points, simple yet classic designs, led the Sankom Patent Socks to become one of the most successful Sankom Products yet, boasting great conversion rates and extremely low returns.

Nomination #9: Naturmix

Product: Naturmix

Company: European Home Shopping (EHS)

Country: Spain

Reason for nomination

Harmony, freshness and functionality define Naturmix. This is not only a commercial that presents a product; it also gives one idea about a great variety of recipes related to a natural and healthy lifestyle, so important these days. Both with Naturmix and with the whole line of kitchen products, we have created the brand concept that keeps customers coming back for more. What's more, EHS.TV is making its contribution to their health and they have expressed their thanks by placing their trust in this product.

Nomination #10: Aeroski

Product: Aeroski

Company: Inova

Country: USA

Reason for nomination:

This long form commercial perfectly explains all the benefits of this innovative product. Great production and outdoor locations.

Nomination #11: FITT Cube

Product: FITT Cube

Company: HighstreetTV

Country: UK

Reason for nomination

A modern compelling long form show that reflects this innovative product. First test was on Kickstarter where FITT Cube became the largest funded UK fitness product in their history. From surveying the participants, HighstreetTV discovered a wide age range that found FITT Cube's industrial design and functionality appealing. The scripting, offer and imagery of the show reflect this from the opening frames of people out of breath and sweating to high end urban cinematic imagery. Based around the highly current HIIT Training. the offer includes a free FITT Cube app, as well as web-based finance optons making the product more affordable to a younger audience. The scripting, production and edits were done in-house and despite only launching in Novemebr 2018 is currently a hit in the UK and 8 international markets incl. the U.S.. and Japan.

Research Summary

Product Presentation

Nomination #12: StiraGold Freeflight + NuBreeze

Product: StiraGold Freeflight + NuBreeze

Company: Mediashopping

Country: Italy

Reason for nomination

This 'Le Dritte' 20 minute show was created to deliver a new concept of infomercial, aiming to create a new mixed experience that balances editorial and commercial elements. Its main goals are:

  1. Entertain the audience and create seriality so that viewers will independently follow many episodes.
  2. Making content TV networks will be pleased with because it will ensure audience levels higher than an infomercial.

It was not made to fully replace the traditional commercial format, but to be complementary to it. Mediashopping started to produce this kind of video in 2018. The performance vs. a standard 5' TV show, (with the same product) = audience +20%, sales +300%

Nomination #13: Rovus Victor Vac

Product: Rovus Victor Vac

Company: Studio Moderna

Country: Slovenia

Reason for Nomination

The Rovus Victor Vac has three functions with no loss of power: dry vacuuming with water filtration, wet vacuuming and blowing. The multi-channel campaign had strong internet support ads made to target different target groups in different stages of the shopping funnel. The amazing story combines both the DRTV Spot and internet videos. The 15 minute infomercial has shorter duration cut downs. The dynamic show includes presenters, testimonials, benefits and features exposure, effectiveness comparisons and an exclusive price. The campaign had fantastic sales results (5:1) in major markets . The videos made for social media focused on different target groups. Separate video production - scenarios and shooting of online videos were done independently from the DRTV production (videos are not 'cut-outs' from DRTV spot). The result: fun, supercool and engaging videos.

Nomination #14: Shopping Festival Campaign Promo 'Circus'

Name: Shopping Festival Campaign Promo 'Circus'

Company: HSE24

Country: Italy

Reason for Nomination

For developing the power of diversity and HSE24 Community

Nomination #15: Total abs

Product: Total abs (Industex)

Company: Teleshopping,

Country: France

Reason for nomination:

The number one success in 2018 on Euroshopping