The goal was to increase acquisition at a time that satellite dish companies and other off-market devices were gaining market share. To achieve our client’s goal an integrated campaign that included DRTV spots, Spanish radio and digital materials was developed featuring Jeancarlos Canela, a popular “novela” heart-throve, singer and movie actor.

 

Target Audiences: Hispanic dominant and bicultural consumer, 18-49, who want relevant programming for the entire family and full control of their entertainment features in all devices.

Languages: Spanish.

 

Creative Director: PA

Copy: LD, JO, CC and PA

Art Direction: JB and NR

Agency: Castells & Asociados

 

Results:

#1 Fan and Gaming TV spots generated groundbreaking results. It increased call volume (CV) by 50% during launch week, providing the highest call volume and lowest cost per call (CPC) to date:

• CV: 12,069

• CPC: $56

 

Awards:

NAMIC/EMMA AWARDS

Title: #1 Fan TV Spot (2012)

First Place - Marketing Tactics, Television