DirecTV DM OPULENCE by Grey New York

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OPULENCE

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Industry Telecommunications Services
Media Direct marketing
Market United States
Agency Grey New York
Director Tim Godsall
Executive Creative Director Todd Tilford
Producer Matthew Flaherty
Editor Geoff Hounsell
Released July 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: DIRECTV
Product/Service: TELECOMMUNICATIONS
Agency: GREY NEW YORK
Date of First Appearance: Jul 22 2010
Entrant Company: GREY NEW YORK, USA
President / Chief Creative Officer: Tor Myhren (Grey)
Executive Creative Director: Todd Tilford (Grey)
Creative Director / Art Director / Writer: Luis Romero (Grey)
Associate Creative Director / Writer: Jon Kallus (Grey)
Director of Broadcast Production: Bennett McCarrol (Grey)
Producer: Matthew Flaherty (Grey)
Director of Music Production: Joshua Rainbowitz (Grey)
Music Producer: Don Mcnally (Grey)
Account: Maureen Maldari/Alison Monk/Tamar Arslanian/Adam Clark (Grey)
Planning: Pele Cortizo-Burgess/Ian Daly (Grey)
Business Manager: Diane Wolfe (Grey)
Production Company: Biscuit Filmworks (Biscuit Filmworks)
Director: Tim Godsall (Biscuit Filmworks)
Director of Photography: Darko Suvak (Biscuit Filmworks)
Editor: Geoff Hounsell (Arcade Kit)
Animation Creative Director: Ben Smith (The Mill)
Sound Design: Philip Loeb (Sound Lounge)
Principal Talent: Tim Murphy
Media placement: 1 TV SPOT - FOX - 22 JULY 2010

Describe the brief/objective of the direct campaign.
The strategy was to promote the annual best offer inside a framework that conveyed the premium nature of DIRECTV. We had to convince people we were both the premium provider AND the best deal in town--in a category that had conditioned consumers to believe you could only be one or the other. Our target was new consumers who are modern TV viewers craving a richer TV experience. We offered them the best value rather than cost alone with DIRECTV's most premium TV package at the best price of the year.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To elevate and separate DIRECTV from the competition, stay true to the premium product and offer up a deal without cheapening the brand we had to create a new place to exist. Even though this was a retail/offer-based spot, we still had to be in a place that valued the premium, and put a premium on value. And it absolutely had to be a place that also valued humor and originality because staying in the competitive advertising ring with our peers was not going to create buzz, drive up call volume and deliver more subscribers than last year.

Explain why the creative execution was relevant to the product or service.
We reconciled the seemingly contradictory concepts of unbelievable value and unrivaled premium service with a character: a Russian Oligarch that still values a good deal. Having a billionaire desire DIRECTV put the brand on the same premium level as his unbelievable possessions seen throughout the spot. If DIRECTV was good enough for someone who has everything - even real dogs playing poker - it was good enough for any consumer. Instantly the spot hit a chord with consumers. Who can’t relate to liking the best, but also “savings the money?”

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Within 48 hours of the commercial airing, the spot had over 500,000 views on YouTube and DIRECTV had become a hot topic of conversation. From the nightly news to ESPN to the Wall Street Journal everyone was talking about DIRECTV. Numerous user-generated parodies of the spot flooded the web, generating unprecedented buzz for the brand. In the first month of airing, DIRECTV’s Brand Buzz Index score increased 5.6 times. And most importantly DIRECTV saw a third quarter net gain of 174,000 U.S. subscribers, 28% higher than the previous year.