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
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.
Call Interruption
Using VoodooVox's In-call media product, we created a series of call-interruption spots. These spots worked as follows:
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Children's programming spot
This is an example of the initial :10 spot which would be followed by the full :20 spots
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Futbol programming spot
These spots capitalized on the popularity of the World Cup
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Click to Call + Landing PagesWe 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
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YouTube video created for the Futbol Campaign
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Banners - showing Click to Call features
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