hawthorne direct Receives Prestigious 1998 Electronic Retailing Association Award for the Best Infomercial to Drive Retail Sales

Fairfield, IA -- hawthorne direct, the direct response TV advertising agency, recently received the prestigious Electronic Retailing Association (ERA) Award for Best Infomercial to Drive Retail Sales for the Fantom Lightning infomercial (Fantom Lightning was produced by hawthorne direct inc in association with Future Thunder Productions). hawthorne direct handles the long form media buying for Fantom Technologies Direct Inc.

This award was announced at the Electronic Retailing Association Annual Meeting and Exposition, hosted by ERA at the MGM Grand in Las Vegas, Nevada on September 15, 1998. Competition vying for the ERA Awards included a little over 400 entries.

Coming off of four years of double digit growth for its Fantom Fury and Fantom Thunder upright vacuums, Toronto based Fantom Technologies Direct developed the next generation canister vacuum cleaner - the Lightning. Designed to launch the product into the United States marketplace, hawthorne direct and Future Thunder Productions produced a half hour infomercial to showcase this revolutionary product's stunning design and technology.

Using a travelogue approach to its infomercial creative, the program shows the fun and effectiveness of the product in the hands of everyday folks from a Manhattan housewife, to Atlanta finishing school sister instructors, to LA Pet Hotel owners. The real people approach combined with varied locations make this entertaining half hour commercial one of the highest rated infomercials on air, while selling tens of thousands of Lightnings via direct response.

"We are very honored to have received this award from our industry association," said Timothy R. Hawthorne, founder, chairman and executive creative director of hawthorne direct. "Winning this award for Best Infomercial to Drive Retail Sales from the Electronic Retailing Association, is in effect, receiving an endorsement from your peers that celebrates the quality of your work. We value this recognition and anticipate many more great campaigns over the years for Fantom and our many other clients."

hawthorne direct is a full-service direct response advertising agency, specializing in creative and production, long and short form media buying, telemarketing/fulfillment management and integrated marketing.