DIRECTV KIT: The revolution of television

Patricia Lara

DIRECTV, a subscription-only TV broadcaster, used radio, TV and OOH ads to increase subscriptions in lower-income areas of Peru.

Campaign details

Brand: DIRECTVBrand owner: DIRECTVLead agency: UMCountry: PeruIndustries: TV channels, services, programmesMedia channels: Outdoor, out-of-home, Radio & audio, TelevisionBudget: 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...

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