DirecTV: Case study

Credits & Description:

Brand DIRECTV
OGILVY ARGENTINA Buenos Aires, Argentina Entrant Company
OGILVY ARGENTINA Buenos Aires, Argentina Idea Creation
ORUGA CINE Buenos Aires, Argentina Production
OGILVY ARGENTINA Buenos Aires, Argentina Media Placement
Maximiliano Maddalena Ogilvy Argentina Chief Creative Officer
Alejandro Blanc Ogilvy Argentina Creative Directors
Sebastian Graccioli Ogilvy Argentina Creative Directors
Sebastian Cestaro Ogilvy Argentina Creative Directors
Alan Wesley Ogilvy Argentina Creative Directors
JAvier Biondo Ogilvy Argentina Creative Directors
Facundo Alvarez Ogilvy Argentina Copywriter
Marcela Pacheco Ogilvy Argentina Copywriter
Nicolas Herrasti Ogilvy Argentina account Director
Celina Correa Luna Ogilvy Argentina Account Supervisor
Mariano Gravito Directv LA Client Supervisor
Felicitas Ruiz Directv LA Client Supervisor
Belen Ron Directv LA Client Supervisor
Estefania Iselli Ogilvy Argentina Production Managers
Gaston Sueiro Ogilvy Argentina Production Managers
Viviana Simone Ogilvy Argentina Production Managers
Fede Russo Oruga Cine Director
Ioni Borisonik Oruga Cine Executive Producer
Adrian Perez Oruga Cine Editing
Airel Fainholc Oruga Cine General Production
Rodrigo Pedemonte Oruga Cine General Production
Leo Bautista Oruga Cine VFX
Martin Kowal Oruga Cine VFX
Synopsis
In the World Cup’s context, saturated with communication about football and passion, leading brand DIRECTV needs to create an activation that generates affinity among its consumers.
Brief:
The World Cup strikes again and DIRECTV needs to generate an appealing activation appealing based on its differential: its content and expert journalists, through situations that establish a link between their target and the brand.
The insight: The annoyance generated by those who know nothing about football making the foolish comments while watching it.
The target: Our subscribers, all those football fans that are expecting to watch and enjoy the World Cup.
• Objectives
-Reinforce relationship with our subscribers.
-Increase awareness.
-Increase the number of subscribers.
Strategy
The strategy was to make sure that our target could enjoy even more the World Cup thanks to DIRECTV. To make it possible we created The Mini Varsky: a promotional item that our target could win. This device made all the infuriating comments made by those who know nothing about football, finally disappear.
Our main target were our subscribers: People who love football and were excited to watch the World Cup.
Our secondary target were non-subscribers who are also true football fans. People we can connect with, thanks to our insightful message. And last but not least, all the football ignorants that could engage with our message because of its witty, insightful humor.
Relevancy
We partnered with Juan Pablo Varsky, and we created a device that can finally put an end to the football fan’s worst nightmare: sharing the World Cup with those who know nothing about football and make comments anyway.
We engaged with our audience, and also with the non sports fans, through an insighful message for all of them. And for the first time everyone talked about football like a real expert, or at least tried.
Outcome
Although the campaign is still running (this is being written before the World Cup started) early results look really promising and show a tendency to grow much larger as the beginning of the tournament approaches
Execution
We summoned the most recognized sports journalist and influencer in Latin America: Juan Pablo Varsky. Together with him we created the MINI VARSKY: a special device so those people who do not know anything about football would be able to talk like real football experts. This device replicates in real time Juan Pablo Varsky´s tweets directly into the ears of those football ignorants.
All our audience had to do was tag their football ignorant friends with #minivarsky in order to participate and win a Mini Varsky.
Campaign Description
We created the Mini Varsky: a discrete device that, in real time, replicates tweets generated by the best sports journalist in Latin America, directly into the ears of those football ignorants, turning them into football experts. Through the Mini Varsky we made our audience able to fully enjoy the World Cup, no matter who’s sitting next to them.