At the start of 2010 Doro barely registered in the UK, with very low awareness and an almost non-existent market share. Their telephones are specifically designed for people with sensory impairments such as eyesight, hearing and touch. Using TV and online display advertising, Doro targeted the over 65s demonstrating the key benefits of the phone. Twelve months later Doro have now established themselves as a brand leading a new category, partnered with some big name high street retailers and have a market share of just under 1% of total GSM mobile handset sales in the UK. Taking their campaign on national TV contributed to an ROMI of more than 4:1.