DIRECTV

Pamela Duckworth - Sr. Director, Advt.
Jon Gieselman - SVP, Mktg.

Grey New York *Lead Agency

Tor Myhren - President, CCO
Andrew Chinich - Executive Producer
Beth Culley - SVP, Acct. Director
Doug Fallon - Creative Director
Steven Fogel - Creative Director
Dan Kelleher - Executive Creative Director
Chris Ross - Partner

MJZ LA

Tom Kuntz, Director

Mackenzie Cutler

Method New York

When cable providers threatened DIRECTVs revenue growth, DIRECTV fought back. Their objective was to acquire high-revenue customers from cable, using the insight that cables inferior product experience was its own worst enemy. DIRECTV creatively reminded consumers about all the little things wrong with cable, and let the premium entertainment of DIRECTV shine as a better option. It worked. The campaign generated 16% growth in new sign-ups against objectives, increased sales from cable consumers by 12% compared to the previous quarter, and increased the average revenue per customer by $3.53.