The Psychic Friends Network (PFN) launched its “Bigger, Bolder, Better” commercial, the company’s first TV/online advertisement. A marketing and entertainment company that offers advice from psychics as well as daily and weekly horoscope readings, PFN picked a jingle spot that will not only entice its traditional telephone-oriented customers, but also the younger, mobile-oriented generation.
CEO Marc Lasky, the creator of some of the top-grossing infomercials in TV history, produced and directed the commercial. It was shot in 30-second, 60-second, and two-minute versions. All clips highlighted an upbeat original music score interceded with customers’ testimonials. The advertisement features the company’s 24-hour service; exclusive video chat enhancement; and easy accessibility via telephone, computer, and mobile gadgets
Apart from the usual broadcast on local and cable TV channels, PFN is planning to show the commercial in other platforms, such as internet streaming ads and its official YouTube.com channel. They have also started an initiative to share the ad on social media sites like Facebook and Twitter. PFN is also considering to spread the commercial through text messaging and email in order to give the advertisement a wide reach to various astrology lists around the world.
The “Bigger, Bolder, Better” commercials were released as an intense six-month campaign that aims to reintroduce the PFN brand to the public. This campaign is scheduled to conclude in the first quarter of 2014. PFN plans to cap the campaign with the launch of their new full-length infomercial.
In an interview with Lasky, the primary goal of PFN with the new ads is “to preserve the upscale, sophisticated look that set the original PFN apart from its rivals.”
The director also stipulated that they want to retain their traditional clients while reaching out to the online generation.
“We expect the new internet advertising to pull significant results from a lucrative new youthful audience that increasingly turns to the web to make its buying decisions,”