As a popular subscription based cable provider, DIRECTV allows its viewers access to more than 285 channels at an affordable price. However, they needed a way to not only convince current customers to upgrade their subscriptions, but a way to increase their clientele by attracting new subscribers. But since they’re already a considerably well-known brand, they decided to turn their attention in-house.
They needed a B2B ad incentivizing their associates to either become a member or an opportunity to upgrade. With the use of co-branding and sponsorship from HBO, DIRECTV was able to ensure more employees of the company became a subscriber and were able to achieve the increase in subscriptions they were h0ping to obtain.
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