Campaign details

Brand owner: DIRECTV
Lead agency: UM
Country: Peru
Industries: TV channels, services, programmes
Media channels: Outdoor, out-of-home, Radio & audio, Television
Budget: 500k - 1 million

Executive summary

DIRECTV needed to increase its market share in Peru by taking quality entertainment content from Peru's capital to the rest of the country. Also, it needed to penetrate the market and increase revenue from prepaid products vs. the first semester of 2017 by 25%.

Market background and context

In Peru, paid TV penetration is very low compared to open TV or other media, penetrating 40.2% of the market in the country and 62% in Lima. On the mid and low SELs, penetration has an average of 50%. This means that a large percentage of households only have access to the official thirteen open TV channels.