DISH
Warming ‘em up with hot apple pie.
Cable providers rank right up there with lawyers and ad people when it comes to likability and trustworthiness. We had to win over new subscribers in rural, middle America, by differentiating dish network from the din of monolithic cable providers.
Solution: show middle America that this provider – launched by a few hard-working, small town folks to bring affordable TV to rural America – not only understood their family values, but offered products that made their homes and lives better. The campaign blended a combination of digital and traditional advertising, including website, emails, display ads and those good old-fashioned direct mailers.
My Home Made theme was the ingredient that held this (excuse the pun) entire dish together. It gave the campaign an authentic, family-centered feel that let me quickly serve up the product and service features and benefits in any tactic.
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