June 04, 2015

XtraView Mirror

Description: A rearview mirror
Main Pitch: "Gives you a true, 180-degree panoramic view"
Main Offer: $14.95 for one
Bonus: 2nd one (just pay P&H)
Marketer: Allstar/Lenfest
Producer: Hutton-Miller
Watch the spot

My general take on products like this is 'prevention doesn't sell.' However, most people drive every day, so maybe this pitch will resonate. It's an interesting case study in consumer psychology. Impulse buyers certainly don't go for products that solve possible problems, but maybe that's because the possible problem isn't top of mind. By contrast, people worry about what's lurking in their car's blind spots on a daily basis.

On the other hand, many cars come with blind-spot detection systems these days, so this problem is less of an issue than it once was. Moreover, the DRTV history here is not encouraging. Ontel's Total View did not make the annual charts in 2010, and another side-view mirror product from Tristar that tested back in January (ClearLane Mirror) doesn't seem to be going anywhere, either.

As for the commercial, I love the use of forced perspective in the opening. When the minivan almost backs up over the woman with the shopping cart, it looks huge! That's a clever way to exaggerate the problem.

S7 Analysis: For people who don't have blind-spot tech in their cars, this product could be said to solve a problem (i.e. it's needed) that's literally a pain in the neck. As for the category, my impression is that similar solutions are available at automotive stores, but they are less common than the spot mirrors that have been tried.

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