DIRECTV: Cable Effects

This direct response campaign from DIRECTV, the US satellite TV provider, aimed to steal high-value customers from cable-based competitors by focusing on the technical irritations of cable services (such as frozen screens) that could be solved by switching to satellite.

DIRECTV: Cable Effects

Grey New York

Advertiser: DIRECTVBrand: DIRECTVCountry: 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...

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