DIRECTV: Cable Effects
Grey New York
2012: Doing More With Less
In the first half of 2012 (H1 2012), DIRECTV had no new technology to tout and no promotional offer to leverage. It faced:
- Unforeseeable delays in product releases
- Increased competition from Cable TV companies who had both new technology and promotional offers
- Internal shift in strategy towards gaining customers who were worth more
- A market at maturity
- Being increasingly out-shouted by competition
In terms of advertising, it meant DIRECTV was going to war unarmed.
So, how do you steal valuable customers from your competitors with a decreasing share of voice when you have nothing to say?
You get creative.