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Case Study Monday: “It Takes A Thief” Collector’s Set


Challenge: Entertainment One was planning to re-release “It Takes a Thief”, a favorite spy television show from the sixties, and was looking for a way to refresh the classic series for contemporary markets. The company decided to sell the complete television series on a set of DVDs in an effort to modernize the iconic show in order to rekindle original fans and attract younger audiences as well. To incentivize customers to purchase the disc set, they revamped the graphics with bold colors and cutouts and were looking to include a promotional gift-with-purchase to sweeten the deal for consumers.

Solution: The client approached ePromos Account Executive Caren Aardema with the idea of including a custom coaster with the DVDs – a useful and relevant promotional giveaway considering the fact that it could be used while the customer watched the DVD in their home. The client initially inquired about a single coaster with a basic one color imprint, however, Aardema utilized her industry experience to locate a factory with custom capabilities who could produce an entire set of the coasters plus unique packaging that coordinated with the rest of the disc set. Not only was the complete set less expensive than some of eOne’s original suggestions, but the factory was also very close to the client’s distribution point, which saved the client money on freight costs and provided additional time for the custom design process.

Result: The coaster sets were completed and delivered well in advance of the release of the DVD sets. Within weeks of the initial release a second batch was scheduled for production! Consumers have responded positively to the free gift and sales of the collector’s set have exceeded expectations.


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