Amore - Heart Charm Keyholder (IMC-AK872)

Objective: A defibrillator manufacturer who sold mainly to the commercial market (airlines, hotels, restaurants) recently targeted the in-home consumer market and needed a promotional plan to generate awareness of their machine to this new market.

Strategy: Given that each device retails for about $1,500, the company wanted to offer a gift with purchase as part of their promotional launch. They developed a gift basket containing a variety of items such as practice pads, gel, and other items. Also included was IMC’s “Amore” heart charm keyholder engraved with the company logo. All gift basket items were made available for sale.

Result: The IMC “Amore” keyholder was the item most requested item for purchase. As a result, the company decided to use it in their direct mail campaign to promote in-home use. The keyholder was attached to an information card with the message. “Immediate response is “key” to saving a life.”