The DIRECTV Mas Story

Highlights

• Among the largest TV accounts in the Hispanic Market (see below)
• 69,000 spots per year
• Generated around 30,000 calls per month
• Led the transition from only TV to multimedia
• Created predictive models based on almost 1,000,000 records

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Became among the top 5 advertisers in the Hispanic Market with a real budget of $17mm through heavy negotiations

Transition to digital and integrated marketing without losing sales

In 2010, faced with quickly-disappearing times due to the 2010 Census, Pre-World Cup, World Cup, Post-World Cup, World Cup make goods and Mid-term election, I led the transition to digital and DIRECTV Mas' first-ever integrated campaign.

Mobile banners

Created an entire mobile campaign for DIRECTV Mas which included SMS messaging, mobile banner, live links and direct calls to the call center

Call Interruption

Using VoodooVox's In-call media product, we created a series of call-interruption spots. These spots worked as follows:

1. When a person uses a calling card to call from the U.S. to another country (in this case, to Latin America) there is a brief lapse between the placing of the call, the moment in which the software checks the PIN and the actual call.
2. During that brief interval, usually :10, a mini-spot is served. The teaser's only purpose is to get the person to press "1" to listen to the full message
3. If the person presses "1" he/she is transferred to a full :20 audio spot which then urges him/her to press "9" to be taken to the call center.

We created several test concepts including sports, kid's programming, news from your home country and many more. We generated literally thousands of calls in a few days

Children's programming spot

This is an example of the initial :10 spot which would be followed by the full :20 spots

Children Intro Spot
File Size:	875 kb
File Type:	wav

Download File

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Children Full spot
File Size:	1733 kb
File Type:	wav

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Futbol programming spot

These spots capitalized on the popularity of the World Cup

Futbol Intro Spot
File Size:	1052 kb
File Type:	wav

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Futbol Full Spot
File Size:	1735 kb
File Type:	wav

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Click to Call + Landing Pages

We implemented click-to-call technology in all our web units. In order to save valuable call-operator time and pre-qualify/pre-sell respondents, we also created a series of landing pages. Some of the landing pages were family oriented, some were sports oriented. These also generated thousands of calls in a few days

YouTube video created for the Futbol Campaign

Banners - showing Click to Call features