DirecTV: PetiteLapGiraffe.com
Dustin Newman and Beth Cully
Campaign Details
Brand owner: DirecTVAgency: Grey New YorkBrand: DirecTVCampaign duration: Up to 3 monthsCountry: USMedia budget (USD): $500k-$1mChannels used: Internet - Display, Internet - general, Internet - search, Television
Executive summary
In the ultra competitive US pay television sector, DirecTV sought to sell a premium product at a premium price in a seemingly non-essential category. By embedding its brand in pop culture, DirecTV aimed to become the brand everyone was talking about.
The result was PetiteLapGiraffe.com, a website for a...