The One Show
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Category
Consumer - Advertising - Campaign / Advertising - Campaign
Annual ID
RA16024M
About the Work
In Q1 2014, the price wars in the Pay TV category were intensifying and DIRECTV needed to increase its efforts. The assignment was to make DIRECTV’s long running Cable Effects TV campaign more effective at driving consumers to leave Cable and upgrade to DIRECTV. As part of a direct response campaign, Radio was critical for increasing reach outside of TV viewing.. The strategy was to ignite people’s latent hatred of Cable TV in a way that made DIRECTV the obvious solution. Because, it’s not low price offers that make people leave Cable, it’s Cable that makes people leave Cable. The campaign challenged existing norms by poking at consumer’s frustrations with Cable during critical moments. The superior premium entertainment experience of DIRECTV became the key offer rather than a low price promotion. Cable Effects proved that a brand superiority approach could be more successful in the face of highly promotional competitive offers.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Grey / New York
Chief Creative Officer
Tor Myhren
Andreas Dahlqvist
Executive Creative Director
Doug Fallon
Steven Fogel
Writer
Kim Nguyen
Agency Producer
Andrew Chinich
Lindsay Myers
K.C. Van Elslander
Zachary Pollakoff
Creative Team
Chris Ross
Beth Culley
Anna Pogosova
Danielle Weiner
Jake Wanamaker
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