BOSTON The Holmes Group has teamed with direct response specialty agency Advanced Results Marketing for an upcoming TV effort to promote the client's Harmony Air Purifier.
A two-minute Harmony spot breaks in September on national cable stations and features a mix of testimonials, technical descriptions of the product and calls to action. The tagline is, "Harmony cleans your air, fits your life."
"[DRTV spots] are crafted to be brand-conscious but also have direct elements," said Victor Grillo, chief executive of the Marlboro, Mass., shop, which has worked with the client for two years. "By combining those, [we] are able to purchase media at a discounted price."