DIRECTV: Cable effects

This case study describes how US satellite TV company DIRECTV got people to switch from its bigger cable TV rivals.

DIRECTV: Cable effects

Grey New York

DIRECTV's previous entry for the Cable Effects campaign in 2013 was centred on how the brand was faced with multiple category, competitor and business challenges.

  • A pay TV market at maturity, dominated by cable TV1
  • Increasingly out-shouted by competition
  • Unforeseeable delays in product releases
  • Increased competition from Cable TV companies who had both new technology and promotional offers

To try and steal valuable customers from the competition and with nothing new to say, DIRECTV got creative. The business strategy moved from trying to steal as many customers as possible from Cable, to focusing...

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