Challenge: Launch a new and totally different type of subscription TV service in four diverse markets, and acquire new customers immediately without the benefit of brand awareness.
Solution: We exploited the frustration so many consumers have with their cable and satellite subscription services: constant price increases and too many channels respectively. By positioning USDTV as a low-cost alternative for families that enjoyed TV, but weren’t controlled by it, we found an immediate sweet spot with a huge segment of the population. We utilized :60 DRTV spots to explain the USDTV difference, and :30 DRTV to increase frequency and lift response. Direct mail to a modeled list was also used, and newspaper insertions supported the other efforts. Point of purchase materials in WalMart stores completed the media mix.
Results: Within three months, USDTV had 15,000 subscribers across the four markets. Initial results were so strong, that a referral program was rolled out in the third month of service.
