The Electronic Retailing Association (ERA), the leading trade association for direct-to-consumer commerce, awarded Hampton Direct two Moxie Awards during its 2011 ERA D2C Convention. The ERA Moxie awards represent the highest honors within the Direct Response industry and recognize the best TV, radio, online and mobile direct response marketing campaigns of the year. Hampton Direct, marketer of some of the world’s most successful “As Seen on TV” products, won the Best Short Form Commercial of the Year Award (under $50K category) and the People’s Choice Short Form Award for PajamaJeans.
The Best Short Form Commercial of the Year Award credits a commercial that is two minutes or less in length. The People’s Choice Award is determined by consumers and peers through an online voting process conducted by the ERA.
“Our PajamaJeans commercial is at the heart of the product’s popularity and success, and the foundation on which we are building an enduring brand,” said Hampton Direct President and CEO Steve Heroux. “We are proud to be recognized by our industry and will continue to set the bar even higher for innovation in the coming year.”
“There were several challenges the team overcame to deliver such a great commercial. Selling apparel on TV can be tricky and conveying how something ‘feels’ visually can be difficult,” said Hampton Direct Marketing Consultant Sonia Makurdsik. “The allure of PajamaJeans lies in the stylish comfort they provide. We wanted to ensure the commercial demonstrated this, so we integrated models to exemplify the style and animations to underscore the comfort.”
Winning ERA’s People’s Choice Award reinforced a year of mainstream acceptance for PajamaJeans. National distribution at 80,000 stores (including Wal-Mart, Target and Bed, Bath and Beyond, etc.), celebrity endorsements and talk show appearances have created a pop culture following – and sales success – for PajamaJeans. Hampton Direct estimates PajamaJeans will reach two million pairs sold by the end of 2011 and has brand extensions planned for Q1 2012.
About Hampton Direct
Hampton Direct, Inc. is a leading international company with core competency in product development, manufacturing, marketing and distribution of consumer products. The Williston, Vermont-based Company builds brands like the As Seen On TV Furniture Fix®, Wonder Hanger®, Twin Draft Guard®, the Total Pillow® that are made to understand and help consumers solve everyday problems.