DISH: Honesty is the Best Policy

SERVICES

Brand Strategy

Telecommunications

INDUSTRY

Make choosing a cable service provider less confusing by focusing on the simple truth - DISH is better

STRATEGY

Appeal to the target audience’s grassroots Americana sensibilities with familiar settings and conversations while sharing messaging about DISH’s product superiority with a humorous misdirect.

SOLUTION

There's a lot of information swirling around out there, but no matter the question, the truth is that DISH is just better than DIRECTV.

TIMELINE

02.2025
Client kickoff

  • Client briefing and campaign alignment

  • Identify target and campaign goals

  • Build project timeline through delivery

  • 4Cs discovery to contextualize our target audience and the state of their world

  • Define the role that the products will play in our audience’s everyday lives

  • Better understand competition and the cultural space

  • Audit client assets and identity

  • Define the “why”

03.2025
Strategy built and creative teams briefed

  • Create Animatics to test creative in multiple moderated focus groups

  • Compile data and use findings to inform creative shifts

  • Generate updated creative for production

04.2025
Testing

  • Award work to director

  • Plan the shoot and execute

  • Work through edits to land on a client approved final cut

09.2025
Production

11.2025
Creative launches in market above and below the line

  • Place media in TV, digital, and social channels

  • Align with PR to amplify new campaign messaging

  • Deliver success metrics against campaign KPIs

  • Review sales data

  • Showcase cultural impact

  • Build a case study

02.2026
Wrap up reporting

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