July 29, 2015

Easy MD

Description: A USB flash drive bracelet
Main Pitch: "Carries all of your health and identifying information on your wrist"
Main Offer: $19.95 for one
Bonus: 2nd one (just pay P&H)
Marketer: Allstar
Producer: Bluewater
Watch the spot

Fear, prevention and technology. That's a bad recipe for DR. I can think of only one fear/prevention product that had success: SAS Group's Black Out, which helped prevent identity theft and was No. 50 on the Jordan Whitney annual in 2011. Meanwhile, Telebrands' Card Lock, which claims to prevent electronic pick-pocketing, is in rollout this year after several previous attempts failed. We'll see what happens with that one.

In any case, both of those are non-technical solutions. This project has the added disadvantage of requiring some tech savvy. There's a case to be made that it will appeal to the same customer that buys Life Alert -- most likely a concerned relative who can help with setup -- but that strikes me as only a slim ray of hope.

S7 Analysis: The shortcoming here is the target, and that's all about the psychology of our customer; i.e. "prevention doesn't sell," preparedness is the opposite of impulsiveness and older buyers are generally technophobic. Otherwise, this project stacks up pretty well, and that includes the creative, which has a very credible spokesperson and overall feel.

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