PROJECT: World Cup newspaper ad/Florida Region.
OBJECTIVE: Steal share from satellite.
OFFER/CTA: Starter XF Double Play $89.99 x 12.
TARGET: Soccer fans with DirecTV.
DESCRIPTION: It was a last-minute call for a once-in-four-years opportunity. The World Cup soccer tournament was already under way when Florida Region asked us to develop a creative newspaper ad – fast – reminding DirecTV customers that a typical thunderstorm could cause them to miss moments they'd waited years to see.
We got the call on Monday morning; the ad (in both English and Spanish versions) was on its way to newspapers by Wednesday afternoon.