Internet & Telecom

Mobile network providers, high speed Internet access services, online services, bundled communications (internet, telephone, and TV), etc.

2014 BRONZE

Football On Your Phone

DIRECTV was selling its most premium product, NFL SUNDAY TICKET, to a highly coveted target: the attention-challenged NFL fan who was also being wooed by the competition's cheaper, comparable product NFL RedZone. The solution was to entertain these fans with a commercial masked as digital content promoting NFL SUNDAY TICKET MAX: a 90's era hip-hop online music video featuring Eli and Peyton Manning rapping about Football On Your Phone. The outcome: 5 million views in 48 hours, nearly 1 billion media impressions and increases in sales and customer upgrades.

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

2013 SILVER

Virgin Mobile "A Higher Calling"

To grow the business, pre-paid carrier Virgin Mobile needed to overcome negative category perceptions and close the credibility gap with larger competitors. Outspent 5-1, with growing commoditization, Virgin Mobile knew they had to change the conversation. Answering to A Higher Calling became the filter for every brand behavior. It allowed them to establish a brand-publishing model, re-invent customer service, and throw a music festival. We hit all-time highs in consideration, almost tripled our revenue, and got other people to talk about us, rather than us talking about us.

Brand: Virgin Mobile
Client: Virgin Mobile USA
Agency: Mother New York
Language: English

2013 SILVER

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

FINALISTS

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