DIRECTV

Jon Gieselman, Senior Vice President of Marketing
Paul Guyardo, Executive VP and Chief Revenue and Marketing Officer

Grey New York *Lead Agency

Beth Culley, SVP
Andrew Chinich, VP Executive Producer
Suresh Nair, EVP/Director of Global Strategic Planning
Michelle Leo, Planning Director
Doug Fallon, Group Creative Director
Chris Ross, Managing Director
Steve Fogel, Group Creative Director
Tor Myhren, President/Worldwide CCO

Deutsch

MJZ

Faced with the entrenched competition and against increasing odds, DIRECTV needed an angle. The Lowe Versus Lowe campaign took on Cables shortcomings by illustrating clear comparisons of the superior benefits DIRECTV offers over Cable television. The goal of the campaign was to convince people of DIRECTVs superiority and to call the 1-800 number to switch. Over the two quarters the campaign ran, new subscribers +50% YOY, of which 80% switched from Cable, revenue +5.4% ($734MM) and churn -4.2% (i.e. more people stayed with DIRECTV than churned out to the competition).