DirecTV
Fan Mail
Client
DirecTV
Objective
Amid growing competition from both cable and other satellite providers, DirecTV needed to justify its premium price.
Role
Copywriting – Creative Direction
Solution
Hollywood’s biggest stars perform actual ‘fan letters’ written by passionate DirecTV customers. Winner of multiple awards, including Adweek’s Best Spots, Belding Awards and National ADDY’s. Even better? It was spoofed on Saturday Night Live.
“THIS SIMPLE AND AUTHENTIC CONSTRUCT DROVE A MASSIVE INCREASE IN BRAND RECALL AND THE PERCEIVED PREMIUM VALUE OF DIRECTV.”