Internet & Telecom
Mobile network providers, high speed Internet access services, online services, bundled communications (internet, telephone, and TV), etc.
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PROGRAM
2016 SILVER
2016 BRONZE
2016 BRONZE
Lowe Versus Lowe
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).
Brand:
DIRECTV
Client:
DIRECTV
Agency:
Grey New York
Language:
English
FINALISTS
CLARO
CUANDO MAMÁ LLAMA
CLARO
CUANDO TE CONECTAS, TODO ES MÁS CHÉVERE
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