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DIRECTV RETAIL MARKETING CASE STUDY

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Full Story:

Nothing has transformed the home entertainment world more than the advent of high-def. And during the years that our operatives were running an elite off-site creative team for DIRECTV, the satellite TV giant was preparing to make the biggest announcement of HD channels ever. In one monumental move, they were planning to announce over 70 new HD channels, which would clearly establish them as the leader in the competitive arena of HD programming. They asked us to come up with a big idea to help them deliver this message at the local dealer level. After exploring many exciting directions, we landed on what we knew would be a truly big idea. It was based on the premise that something really huge was arriving from the heavens, and that it was going to change people’s lives forever. In an amazing coup, our local dealer work was so well-received by senior DIRECTV management, they decided to pick it up for their national branding efforts as well! As a result, our covert operatives were immediately deployed to shoot the key artwork, working with acclaimed photographer Thomas Broening and digital retouching/compositing master Michal Horevaj in Northern California. Perhaps the most monumental piece was a humongous 8-ft tall jet-black tower, with seventy high-def channel logos emblazoned up and down its intimidating height. When all the dust had settled, it would be hard to dispute that anyone walking into a local DIRECTV dealer’s store would be able to walk out without knowing that DIRECTV was the clear leader in HD. And we like to think that it’s no coincidence that DIRECTV’s stock price also jumped over 55% during the same time period that our covert agents were working on their HD Launch initiatives!*

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*Historical NASDAQ stock quotes for DIRECTV (DTV) represent a 55.04% increase during the three-year period specified: From $21.91/share on 10/27/06 to $33.97/ share on 12/25/09, courtesy of info reported on Morningstar.com.

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DIRECTV HD Images