Internet & Telecom

Cable Effect

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.

Brand: DIRECTV
Client: DIRECTV
Agency: Grey New York
Language: English

VTR Movil

Brand: VTR
Client: VTR
Agency: Porta
Language: Spanish

Online dating, your way.

The online dating category had long been dominated by two huge players: Match.com and eHarmony. In 2010, dating site Zoosk had aspirations on becoming the third. With only 15% awareness, and nearly a dozen competitors with the same goal, this was a huge task. Identifying that not everybody is looking for the one an unmet need in the category the agency created a campaign that gave Zoosk the positioning it lacked. The campaign, Online dating, your way, drove awareness and subscription rates through the roof.

Brand: Zoosk
Client: Zoosk
Agency: Ogilvy & Mather
Language: English