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
Among the top 5 advertisers in the Hispanic Market
Transition to digital and integrated marketing
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:
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
- 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.
- 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
- 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 |
| Children Full spot |
Futbol programming spot
These spots capitalized on the popularity of the World Cup
| Futbol Intro Spot |
| Futbol Full Spot |
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