DIRECTV: Cable Effects

Grey New York

Advertiser: DIRECTV
Brand: DIRECTV
Country: USA

Objectives

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.