Skip The Line Broadcast TV Campaign

What performs better on TV, direct response or brand?

That’s what my head of demand gen wanted to know. The housing market was so hot, lines were out the door and cash offers were all that were being accepted. Since one of Orchard’s features was “transforming” our customers into cash buyers, we thought that was the ideal value prop to lean into. The brief called for two commercials, one DR and one narrative, to go head-to-head.

All creative was handled in-house. The narrative concept was chosen from a pitch of 10 different ideas and the DR spot was written, designed, and animated all in-house. Production on the narrative spot was handled by Native Content and was directed by Chris Stanford.

Result: Narrative beat out DR by a smidge. It was still exciting for us to learn that if we wanted conversion, we weren’t hemmed into direct-response, which is often believed to be the go-to format if you want to generate leads.