DirecTV : Petite Lap Giraffe

Agency: Grey New York
Product: Corporate


Sales Objectives:

Shift focus to retain high quality, loyal existing customers while maintaining strong subscriber acquisition performance


  • 5% year-over-year increase in quarterly subscriber acquisitions
  • Utilize retention-focused marketing to grow company profit through increased revenue per user (ARPU) and lower subscriber attrition, supplementing strong subscriber acquisition performance
  • Increase average revenue per user (ARPU), and as a result, net revenue
  • Field marketing efforts that add perceived value to consumers in order to build brand affinity and prevent attrition

Interim Objectives:

Generate buzz for the DIRECTV brand and advertising

  • Leverage a hard-working but famous and popular campaign to increase pop-cultural profile of brand
  • Create advertising that would be shared virally and earn media attention on a massive scale