value drtv - Steve Urbano

VALUE DRTV
05.11.12
VALUE DRTV 05.11.12
Creative brief
Objective:
Convey DISH’s standing as a pay-TV leader, through hard-hitting Direct
Response TV spots that tell a story, have a strong call to action, heavy valueoriented messaging and inspire people to call right away to switch their
service to DISH.
MESSAGE:
Spot concepts will each have two creative executions: one with a Varietyoriented message AND another that’s Innovation focused. Themes of value,
family/sense of community that comes from watching TV and the chance to
experience a fulfilling TV experience should be explored.
Variety Messaging Path
(www.dish.com/entertainment)
Innovation Messaging Path
(www.dish.com/technology)
High Level Benefit:
• Only watch what you want to watch
• Convenience of always having
something for everyone
High Level Benefit:
• Allows you to watch whatever you
want, whenever you want
• DISH’s innovative technology
enhances your viewing experience
Supporting Features and
Benefits:
• Depth and breadth of content
• Premium channels, Blockbuster @
Home, SiriusXM satellite music and
OnDemand
Supporting Features and
Benefits:
• Hopper
• Whole-home HD functionality
• Primetime Anytime feature
• Storage capacity and User Experience
• Sling
CONCEPTS:
Create commercial concepts based on overarching creative ideas
provided by DISH.
1) MAGIC
Live Action execution. When a family is faced with multiple viewing
interests and a single DVR, leave it to Mom to find a solution... with
a little magical help from DISH and Hopper. Mom walks and talks to
camera throughout the home magically wiping away the problems
with DISH solutions. Is it a DISH remote? Is it Hopper? We’ll find
out at the end.
2) MYTHBUSTERS
Live Action execution. Our ‘team of experts’ uncovers the truth
behind popular myths about satellite television by mixing a
humorous approach to scientific method and plain old-fashioned
ingenuity to create a signature style. In each case, a myth about
satellite is busted.
3) PROBLEM/SOLUTION
Graphics or Live Action execution. We show how DISH solves your
entertainment problems/frustrations in a variety of creative ways.
On the Innovation messaging path, shots of cutting edge technology
of Hopper could be intercut with people who are using it throughout
the day. For example, at 1am a Dad sitting with his newborn son
clicks on PrimeTime Anytime to catch up on his shows since he’s
going to be up all night. On the Variety messaging path, the wide
array of programming choices could be showcased.
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Creative CONCEPT: MAGIC
“SUPER MOM”
“The DISH Family”
“ENTERTAINMENT MAKEOVER”
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“sUPER MOM”
Concept: PROBLEM/SOLUTION
THE IDEA:
CALL TO ACTION:
A mother talks directly to the camera, as she talks she puts out fires: catches a glass milk Max knocks off
the counter; answers a complex physics problem for Julie (daughter); tells Dave (husband) key points of
presentation. MOM: Life is hectic and we have a lot of entertainment needs: Max (son) likes cartoons, Julie
likes style channels, Dave loves sports, and I love romantic comedies. My family needs lots of choices…”
(SFX: plates breaking in background) “…and we need save money wherever we can.”
In the same way mom puts out family fires she uses DISH to put out entertainment fires. Mom lets Julie
watch style shows and Max watch cartoons (VARIETY). MOM: We need an entertainment provider that
lets us watch what we want around our busy schedules. With the Hopper and Blockbuster @ Home we’re
able to do just that. (INNOVATION). Mom looks at old Direct TV bills and explains, “By switching to
DISH Network from Direct TV we get more of what we want and we save money every month.” (VALUE).
“DISH keeps our family happy, sane, (SFX: something else breaks) or close to sane, and without breaking
the bank.”
MESSAGING:
Variety VERSION
Innovation VERSION
Family is fighting over what to watch. Mom uses
magic to show how DISH is the answer. MOM:
Julie can watch on the tablet, Max can watch last
night’s reality competition show upstairs, and
honey, you can watch the game right down here.
Family is at Max’s basketball game. Dad slaps his
forehead. “I forgot to DVR the season finale. They’re
going to finally reveal who the killer is.” Mom: We
can set to record from our smart phone. DAD: We can
do that? Mom: Yes. And with the Hopper when you
watch it tomorrow it won’t have any commercials.
Other parents at the game start to ask, “Who’s your
provider.” MOM: DISH.
DAD: We don’t like Max to watch all those
commercials. MOM: The Hopper skips
commercials. Dad: How can we afford all this?
MOM: It’s cheaper than what we paid with Direct
TV. DAD: Cheaper? Mom: (nods) Cheaper and
better. DAD: I love you. MOM: I know.
Now all parents are listening to Mom talk about
DISH. No one’s even watching the game now—
they’re hanging on her every word. She highlights
other variety components, “Our TV works around
our schedule. Not the other way around.”
• Does your TV work for your schedule? DISH offers entertainment needs for the
busy family. Get DISH today. Call 888-XXX-XXXX.
• Mom knows value: Get MORE options for a LOWER price. Call 888-XXX-XXXX.
• Get entertainment needs delivered the way you want them: smart phone, multiple
TV’s, tablet... at a lower price that your family can afford. Call now 888-XXXXXXX.
WHY IT WORKS:
The family is funny, relatable, and mom as the pitchperson works for a DR
piece because moms are the gatekeepers of how to make life better at home.
They give direct pitches for cleaning products, appliances, so it makes sense
mom knows best when it comes to entertainment needs.
REFERENCE:
• Entertaining Kelly Ripa (personality) http://vimeo.com/19312458
• Modern Family (art direction, personalities)
• Cheaper By The Dozen (family chaos)
POSSIBLE EXTENTIONS:
• Create spot variations where the other family members give the
pitch.
• Re-cut with special Mother’s Day offers.
• Mom character can be featured on DISH website and other points of
sale as a spokesperson.
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“sUPER MOM”
Concept: PROBLEM/SOLUTION
When a family is faced with multiple viewing interests and a single DVR, leave it to Mom to find a solution... with a little help from DISH and Hopper. Mom
walks and talks to camera throughout the home magically wiping away the problems with DISH solutions. We follow mom with what looks like a single shot.
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“THE DISH FAMILY”
Concept: MAGIC
THE IDEA:
CALL TO ACTION:
It’s a mockumentary (think The Office or Modern Family), featuring a young fictional family who doesn’t
ignore the camera, but rather speaks directly to it.
• Become a DISH Family. Call 888-XXX-XXXX.
• Get the DISH your whole family will love. Call 888-XXX-XXXX.
• Get something for everyone. In one DISH. Call 888-XXX-XXXX.
Here’s the premise: DISH selected one family to get a full DISH setup at their home for life in exchange
for our cameras to follow them everywhere they go. But we soon realize this is no ordinary family. Each
member has his or her own quirks. Turns out they just love DISH so much, they’d sell it for free.
Family members sit and tell us their stories (much like an interview) while we use cutaways to show them
interacting with the different technologies. All the while, the home is plastered with various DISH CTAs,
including the phone number to call. Allowing the message to be delivered without cutting away.
MESSAGING:
Variety VERSION
Innovation VERSION
Mom is a movie buff and Blockbuster @Home
allows her to watch a different movie every
night. And she’s taking advantage of it. Mom
sits wearing headphones—in the middle of her
interview—deeply engrossed in another film.
This leaves her teenage daughter to talk about
the variety of films available from Blockbuster @
Home. Turns out, mom has decided to create her
own French film festival.
We discover dad has installed a TV in virtually
every room of the house—in order to take
advantage of the Hopper. There’s one in the garage.
One in the kitchen. One in each bathroom. And
two in the living room (on opposite walls). They’re
all hooked up with Joeys. This way, he never has to
miss a second of his favorite shows, which we later
find out are mostly cartoons.
The daughter goes on to explain, while her mom
continues to watch her films, that she loves DISH
because she doesn’t like to watching anything
more than once. And so far, with a choice of over
XX channels, she doesn’t have to.
His son is a budding meteorologist who records the
Weather Channel, all the time, which he can watch
in his room whenever he wants (thanks to Hopper).
He even has his own large, weather map that he
stands in front of to practice his forecasts, as well
as signed posters of his favorite meteorologists.
What’s more, thanks to DISH Remote Access for
iPad, he can watch live TV (weather forecasts), even
when he’s on the school bus.
WHY IT WORKS:
This format is both popular and entertaining. People don’t feel like they’re
watching actors, though they know they are. They might even enjoy it
enough to share it with their friends. Even if they know it’s a commercial,
they’ll still watch it—as long as it’s funny and well-written. Infotainment.
REFERENCE:
• Modern Family
• The Office
• Parks and Recreation
POSSIBLE EXTENTIONS:
• Share Your Story Contest: Families write to tell how DISH changed their
lives. Winner gets the works for life.
• Each member of the fictional DISH family has his or her own Twitter
account, featuring pre-written posts, along with surprise interactions
with followers.
• DISH Family members could also appear on the site or in customer-care
videos
• Could lead to other spots, featuring different DISH families, or possibly
a longer video that’s more of a day-in-the-life look at the family.
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“THE DISH FAMILY”
Concept: MAGIC
DISH selected one family to get a full DISH setup at their home—under one condition: they must allow our cameras to follow them everywhere they go.
Similar to the hit show “Modern Family” the family talks to the camera and is full of personality. This family is so excited to share their DISH experience of
great value, amazing channel line up and technology innovations that they’d do it for free. Direct response messages and calls to action is done primarily with
placement in show such as a wrap of the family minivan and T-shirts.
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“ENTERTAINMENT MAKEOVER” (ALT: “DISH MAKEOVER”)
Concept: MYTHBUSTERS & PROBLEM/SOLUTION
THE IDEA:
CALL TO ACTION:
Instead of using actors, we use one real family and “surprise” them with a full
entertainment makeover. A clever host is there to capture their reactions to the whole
thing.
Ideally, this would be shot like one of those home makeover shows. We’d have a host with
a dry wit, who’s able to improvise and keep people entertained and excited. We could
either just knock on the door and surprise the whole family, or lure one family member
(probably dad) out of the house for the day, while our team goes to work on upgrading
the home with the latest from DISH, not to mention some extras, like a few flat-screen
HDTVs, a surround-sound system and more. When Dad gets home, the family is waiting
to surprise him. Our host shows him all of the features of the new system, of course. We
end with the announcement that you could win a new entertainment system—with DISH
for life. Call today. The overarching message is that any of DISH’s great value packages
is a good makeover.
MESSAGING:
• Call now for your chance to win a home entertainment system
makeover with DISH for life.
• Give your home an entertainment makeover. Call 888-XXX-XXXX.
• Upgrade your entertainment. Downgrade your bill. Get the DISH.
Call 888-XXX-XXXX.
WHY IT WORKS:
This is reality. Seeing real people react to real upgrades makes for
compelling TV, especially with the right kind of host. DISH has a lot of
great, compelling innovations and value to set them apart. Give them all
away to one lucky family and you have a great way to show them off.
REFERENCE:
• Extreme Makeover: Home Edition.
• Room Crashers on HGTV
POSSIBLE EXTENSIONS:
Variety VERSION
Innovation VERSION
Since this is done reality-TV-style, we’d create
different cuts for different purposes. One cut
would focus more on showing the family (or one
specific family member) all of the programming
options available, including Blockbuster @Home.
There is something for everyone with a variety of
packages at amazing value.
The innovation cut would be more about the
installation of the latest DISH technologies, along
with a tour—specifically Hopper, Tailgater and the
DISH Remote Access App. This is a makeover to
free people to watch whatever they want, wherever
they want and however they want to watch it.
We could find our potential makeover candidates by simply posing a
question on Twitter or Facebook: Who really needs an Entertainment
Makeover? Then, we watch the replies flood in. We could also live
tweet the actual makeover, showing people behind-the-scenes photos.
Twitter might be a great way to announce the winner of our Makeover
Sweepstakes.
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“ENTERTAINMENT MAKEOVER” (ALT: “DISH MAKEOVER”)
Concept: MYTHBUSTERS & PROBLEM/SOLUTION
A reality-TV-like host surprises people with makeovers of their boring, expensive and limited entertainment lives. Although these spots are scripted,
DISH is offering to make this happen for real as part of an incentive call to action sweepstakes.
BEFORE DISH
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AFTER DISH
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MAKEOVER THE
LAYOVER
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Creative CONCEPT: MYTHBUSTERS
“DEBUNKED”
“DR. DISH”
“THE DISHPERTS:
ENEMIES OF BOREDOM”
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“DEBUNKED”
Concept: MYTHBUSTERS
THE IDEA:
A confessional/testimonial campaign, featuring people who admit their questions and
doubts about satellite. People are filmed documentary-style in their homes and places
of work where they speak to the camera with their issues. We then cut to our charming,
confident host who not only debunks their statements, but shows physical proof why
they aren’t true. For instance, if the statement is “It costs too much,” the reply might be
having his team add up everything you get with cable when compared to DISH, then
tally the results. Clearly, DISH wins.
Another option, rather than cutting to the same people saying they were wrong and
now they’re happy (harder to believe), we show actual DISH customers answering the
questions. Or maybe our host introduces the DISH customers to the people who have
questions about DISH. Who better to debunk these lies than current, happy customers?
Having a charismatic host will make sure things stay fun and entertaining.
MESSAGING:
Variety VERSION
Innovation VERSION
Debunked statements include: “DISH
doesn’t offer as much as cable.” “Cable
has more movies.” “Cable has more HD
channels.” and “Cable is a better value.”
Debunked statements include: “DISH
is more limiting.” “Cable has a better
DVR.” “DISH means you have to be
home to watch.” and “Satellite dishes are
huge and ugly.”
CALL TO ACTION:
•
•
•
•
•
There’s no excuse not to get the DISH. Call 888-XXX-XXXX.
Don’t believe the cable lie. Get the DISH. Call 888-XXX-XXXX.
Get the facts about the DISH. Call 888-XXX-XXXX.
The facts speak for themselves. Get the DISH. Call 888-XXX-XXXX.
Seeing is believing. Get the DISH. Call 888-XXX-XXXX.
WHY IT WORKS:
Who could you trust more than an actual DISH customer when it
comes to testimonials? Or, if you go the demonstration route, seeing is
believing.
REFERENCE:
• Mythbusters
• Gieco spokesperson commercials
POSSIBLE EXTENTIONS:
People could be encouraged to post their questions about DISH on
Facebook, where they’ll receive an answer from either DISH customer
service or an existing DISH customer volunteer.
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“DEBUNKED”
Concept: MYTHBUSTERS
The confessional/testimonials directly address frustrations of families that desire more programming options and more package options that suit their lifestyles.
After announcer intervention, the people happily give first-hand account of their experience debunking the myths. Reason after reason summing to clearly state
the value of DISH and the ability to watch only what they want to watch with the convenience of always having something for everyone in their family.
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Get the facts about DISH.
Call 888-XXX-XXX
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“DR. DISH”
Concept: MYTHBUSTERS
THE IDEA:
CALL TO ACTION:
It’s a parody of popular daytime and late-night talk-show formats, featuring “Doctor” or expert hosts with
studio audiences, expert panels, guests, man-on-the-street segments, etc. In these mini-shows, Dr. DISH
solves the entertainment problems of the studio audience and callers. The Doctor is an expert of all things
DISH, and is portrayed by an improv-style comedic actor that is approachable, funny and informative.
• When was the last time your cable bill had a check-up?
We see reinactments and/or guest testimonials of real entertainment problems. The Doctor diagnoses
their problems, such as two kids both wanting to watch a show at the same time (“Show Conflict”) and
then prescribes the cure DISH variety/innovation benefit cure. The Doctor is also a financial guru and
frames the solutions as can’t-miss values.
• Dr. Dish makes house-calls. Call 888-XXX-XXXX.
MESSAGING:
Variety VERSION
Innovation VERSION
The mini-show topic could be “Fighting
boredom” or “People who want it
all”. A panel of guests that faced hard
entertainment dilemmas and their
stories of triumph. Now these relatable
characters can watch only what they
want to watch and take peace in the
convenience of always having something
for everyone in their family.
Themes like “Don’t miss out” or “Believe
it or not” would setup the innovative
technologies that allows people to watch
whatever they want, whenever and
wherever they want.
Dr. DISH also shows off the awesomeness
of premium channels, Blockbuster @
Home, SiriusXM satellite music and
OnDemand.
Studio audience and man-on-the-street
segments show how DISH’s innovative
technology enhances the viewing
experience —including whole-home
HD functionality, Primetime Anytime
feature, massive storage capacity and user
experience.
A guest speaking with a heavy Boston
accent, gives his humorous testimony of
the benefits of Hopper.
• Get the perfect prescription to your entertainment woes.
Call now to talk to the Dr.
WHY IT WORKS:
The talk-show format is typical contextual placement for DR spots — and it’s
a broad platform that’s able to hard-sell a variety of messages, while being
rich in character interaction and infotainment. Coincidentally, the DISH
technical support agents are already called “Dr. Dish.”
REFERENCE:
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•
•
Dr. Phil Show, Dr. Drew, Dr. Oz
Sussie Orman Show, Anderson Cooper 360
MetroPCS “Tech Talk”
POSSIBLE EXTENTIONS:
• “HAAPAH” characters can be call-in guests
• “Dr. Dish” Twitter persona
• Video segments for customer care videos at Dish.com
• Spin-off long-form content on DISH channel for customer retention efforts
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“DR. DISH”
Concept: MYTHBUSTERS
Meet the world’s expert on entertainment and value, Dr. DISH. He is entertaining and informative. People can’t resist his charm and wit as he
diagnoses and solves people’s real entertainment problems with the value, variety and innovations offered by DISH.
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“THE DISHPERTS: ENEMIES OF BOREDOM”
Concept: MYTHBUSTERS
THE IDEA:
CALL TO ACTION:
We emphasize how entertaining DISH is by dramatizing how boring life is without it. This
is a gritty mockumentary, with more of a COPS-like feel. The DISHperts travel around in a
DISH-branded vehicle, fighting boredom and keeping the city entertained.
•
•
•
•
We follow our DISHperts “on the beat,” as they drive down a residential street. Suddenly,
they notice a telltale sign of boredom through a kitchen window—a family playing a board
game. The door is wide open, so they rush inside. They they find a family of four sitting at
the kitchen table with zombie-like faces. The mom is shaking the dice in her hand, but is
starting fall asleep. The DISHperts quickly get to work.
One talks the family down (“Ma’am, step away from the dice.” “They don’t call them board
games for nothing.” “It’s a slippery slope. Next thing you know, you’ll be outside playing
lawn darts.”), while the other races to install a DISH system. As the family is shown how
there are tons of programming options that can be recorded to watch later—in any room
of their house (thanks to Hopper), or on the go (with the DISH Remote Access for iPad or
Tailgater)—their bored, zombie-like faces become brighter and more cheerful. By the time
the DISHperts leave, everyone is happy and back to normal and the mom hands the board
game to the DISHperts, saying they won’t be needing it anymore.
MESSAGING:
Variety VERSION
Innovation VERSION
The DISHperts are all about fighting boredom, so
of course they show the family the great variety
of programming the DISH offers. This includes
Blockbuster @Home, On Demand, Premium
Channels and plenty of HD options. There is
clearly something for everyone. There has to be.
Otherwise, boredom wins.
Each family member is rescued from boredom
with a different DISH innovation (Hopper for the
son, Blockbuster @Home for Mom, Tailgater for
Dad, DISH Remote Access App for the teenage
daughter). As they learn more, their lifeless faces
comes to life and they return to their happy selves.
Fight boredom. Get the DISH. Call 888-XXX-XXXX.
Entertainment doesn’t have to be expensive. Get the DISH. Call 888-XXX-XXXX.
Don’t let boredom win. Get the DISH. Call 888-XXX-XXXX.
Un-bore yourself. Get the DISH. Call 888-XXX-XXXX.
WHY IT WORKS:
By making our message entertaining and humorous, we can get a lot more selling
points in, without seeming insincere and stuffy. More importantly, we keep our
audience—and potential customers—engaged, so that they’re actually paying
attention to the program and not just listening to it in the background while they read
a magazine. Conveniently, DR spots typically run at peak boredom time slots making
these spots very contextually relevant.
REFERENCE:
• COPS
• Priceline Negotiator (with William Shatner)
• Best Buy Geek Squad
POSSIBLE EXTENTIONS:
• People tweet out their boredom emergencies on Twitter, using the hashtag
#unboreme We secretly choose one of these pleas and deliver a full DISH system.
The entire process is recorded, much like an episode of DISHperts, with the same
actors and everything. The resulting video is then posted on YouTube and shared
via other sites.
• DISHperts could also appear on the site or in customer-care videos.
• An entire product line (t-shirts, hats, etc.) could be created with the idea of
fighting off boredom, e.g. Don’t Let Boredom Win.
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“THE DISHPERTS: ENEMIES OF BOREDOM”
Concept: MYTHBUSTERS
We emphasize how entertaining DISH is by dramatizing how boring life is without it. This is gritty mockumentary, with more of a COPS-like feel. The
DISHperts travel around in a DISH-branded van, fighting boredom and keeping the city entertained. The DISHperts are all about fighting boredom, so
of course they show the family the great variety of programming, value of packages and technology innovation that DISH offers.
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Entertainment doesn’t
have to be expensive.
Call 888-XXX-XXX
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Creative CONCEPT: Problem/Solution
“THE DISH EXPERIENCE —
BUILT FOR YOU”
“SHAPE SHIFTER”
“MORE IS LESS”
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“The DISH EXPERIENCE — BUILT FOR YOU”
Concept: PROBLEM/SOLUTION
THE IDEA:
CALL TO ACTION:
In a world of entertainment options Johnny DISH has your back. He’s the hip, charismatic
spokesperson that is literally seeing your DISH order through from beginning to end.
Johnny is that cross between Progressive’s FLO and the Old Spice guy, slightly irreverent
but instantly likeable and funny.
• Let me build the perfect entertainment package for your family and budget! Call
now 888-XXX-XXXX.
• Watch your shows wherever, whenever and however you want. Get the value and
innovation of DISH today! Call now 888-XXX-XXXX.
He is seen in the stylized DISH “factory” putting together your order, packaging all of the
personalized options, the channels and the HD. All options are represented as practical
items on a magical conveyor and are stuffed into the DISH box.
WHY IT WORKS:
Personality and humor makes all offers more memorable. It gives DISH a face and a
character to build on and showcase. The character is likely to engage the audience
and make the DISH DR spots instantly recognizable.
As Johnny delivers the marketing points he moves from building the receiver to driving
the forklift , loading the delivery van and finally driving to the customers home where he
installs the new DISH receiver.
REFERENCE:
“Another DISH success story brought to you by Johnny DISH.”
• Old Spice guy
MESSAGING:
• DYI “Cool Tools” Promo:
http://impossible.tv/work/diy-cool-tools/
Variety VERSION
Innovation VERSION
Because the options are represented on the
conveyor belt variety is easy to demonstrate.
Highly customizable, this executional method can
be tailored to the offer whether it’s programming,
HD options, Hopper or price points.
The conveyor can also be used to assemble any
number of DISH innovations. Imagine seeing the
programming items stuffed into an iPad as the
DISH Remote Access or stuffing the enormous
Hopper mascot into the Hopper box.
• Progressive insurance’s “Flo” character
• Dell “Factory” Commercials:
http://www.youtube.com/watch?v=fxfp11TMskk
http://www.youtube.com/watch?v=OGPjXwATes8&feature=relmfu
POSSIBLE EXTENTIONS:
• Could appear at industry events like CES or movie premieres.
• Could be used kind of like Mike Rowe in FORD spots as a man on the street
personality.
• JOHNNY DISH SUCCESS Stories could be built around real customer letters and
appear on blogs, as content on Channel 101 or as content on a YouTube channel.
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“The DISH EXPERIENCE — BUILT FOR YOU”
Concept: PROBLEM/SOLUTION
Johnny DISH wants YOU to get what you want from DISH and he’s going to make sure that from the factory to your home, your order is BUILT FOR YOU.
Similar to the successful Old Spice campaign, we follow the host in continuous motion as he answers the sales call, builds your custom Dish receiver, delivers
it to your door and even installs it.
GO MORE VARIETY
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Let me build the perfect
entertainment package
for your family and
budget! Call now
The most packages
under $50
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“shape shifter”
Concept: PROBLEM/SOLUTION
THE IDEA:
CALL TO ACTION:
Leveraging pop-culture’s current fascination with fantasy characters, we use a shapeshifting (VARIETY) and teleporting (INNOVATION) spokesperson to illustrate the kind
of unbelievable features the DISH Network offers. In the process, we cover topics like the
power of choice, best value and innovation.
• Make a change for the better. Get the DISH. Call 888-XXX-XXXX. (VARIETY)
This spokesperson would be humorous, but deliver his or her monologue in a very deadpan
manner, much like Alec Baldwin in his commercials for Hulu. The humor comes from the
idea that something very strange is happening, yet our spokesperson acts as if nothing is
out of the ordinary.
MESSAGING:
Variety VERSION
Innovation VERSION
SHAPESHIFTER ­— Our spokesperson stands
before a large TV monitor and explains that he’s
a shapes-shifter, and as such, he needs a lot of
variety. That’s why he got the DISH. He then
magically changes to a teenage girl to talk about
movies, to a child and an old man, each speaking
in their own voice, touting the many choices
DISH has to offer. Finally, after giving us the pitch
(“So, call today and make a change for the better.
Get The DISH.”), he changes into a cute little
Pomeranian dog, which stands up on its hind legs
and yips twice.
TELEPORTER ­— Our spokesperson stands in
the kitchen and matter-of-factly states: “Like any
teleporter, I’m constantly on the go.” He then
proceeds to disappear and reappear in various
locations, always wearing the same clothes. First,
it’s just different rooms of the home (to tout the
great features of Hopper). But soon, he appears in
an office environment (DISH Remove Access app)
and finally, we find ourselves staring at a tent in
the middle of the wilderness. Our spokesperson
unzips the tent and steps out to show us the DISH
Tailgater. Then comes the pitch: “Watch your
shows wherever, whenever and however you want.
Get the value and innovation of DISH today! Call
888-XXX-XXXX.”
• Value so good, it’s hard to believe. Get the DISH. Call 888-XXX-XXXX.
• Watch your shows wherever, whenever and however you want. Get the value
and innovation of DISH today! Call 888-XXX-XXXX. (INNOVATION)
WHY IT WORKS:
With the popularity of shows like Twilight and True Blood, these fantasy-type
characters are a great way to keep people engaged. Plus, by tying in the message
to the mystical powers of the character, it acts as a mnemonic device, helping to
ensure your message is not only heard—but also remembered.
REFERENCE:
• The Twilight series of books and movies
• True Blood
POSSIBLE EXTENTIONS:
• The shape-shifter’s different forms could be featured in a long-form video,
allowing each character to speak longer about what they like most about DISH.
• Could lead to videos featuring other mythical creatures popular in these shows,
such as vampires or werewolves.
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VALUE DRTV 05.11.12
“shape shifter”
Concept: PROBLEM/SOLUTION
Leveraging pop-culture’s current fascination with fantasy characters, we use a shape-shifting (VARIETY) and teleporting (INNOVATION) spokesperson to
illustrate the kind of unbelievable features the DISH Network offers. In the process, we cover topics like the power of choice, best value and innovation.
“SHAPE SHIFTER” VARIETY VERSION
MAKE THE CHANGE FOR THE BETTER.
Call 888-XXX-XXXX.
[01]
[02]
[03]
“TELEPORTER” INNOVATION VERSION
WATCH WHAT YOU WANT
WHERE YOU WANT
[01]
[02]
Value so good, it’s hard to believe.
Get the DISH. Call
888-XXX-XXXX.
[03]
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VALUE DRTV 05.11.12
“MORE IS LESS”
Concept: PROBLEM/SOLUTION
THE IDEA:
CALL TO ACTION:
We’ve all heard the expression “less is more,” but when is “more” actually less? With DISH,
of course. In this concept, a couple stands before a DISH display, possibly at a Blockbuster,
when a fast-talking sales associate approaches them to ask if they need any help. What
follows is a take on Abbot and Costello’s famous “Who’s On First” routine, only in this case
it’s “less is more” (cable) versus “more is less.” (DISH).
•
•
•
•
Get more for less, with DISH. Call 888-XXX-XXXX.
Get more than you bargained for, with DISH. Call 888-XXX-XXXX.
It’s simple. Get more for less with DISH. Call 888-XXX-XXXX
More channels. More movies. More packages under $50. Get more of what
you want for less. Call now 888-XXX-XXXX.
WHY IT WORKS:
This kind of funny banter isn’t just entertaining, it’s repetitive and, therefore, really drives the point home: With DISH, you get more for less.
MESSAGING:
Variety VERSION
Innovation VERSION
The entire conversation between our
characters is centered around the breadth
and convenience of DISH’s offerings, with
phrases like “DISH has something for
everyone” and “I only have to watch what
I want to watch” supporting visuals and
logos (premium channels, Blockbuster@
Home, SiriusXM satellite music
OnDemand, etc.). Sample banter: “So, cable
has more?” “No, cable has less. With DISH,
more is less.”
In the Innovation version, our characters
discuss many of the same DISH benefits
as the Variety version, but expand their
conversation to include DISH’s innovative
technologies that enhance their viewing
experience, such as Hopper, Whole-home
HD functionality, Primetime Anytime
feature, Storage capacity, User Experience
and Sling. Sample banter: “DISH offers
more storage, more viewing options and
more programming choices. With DISH,
more is less.”
REFERENCE:
• Abbot and Costello’s “Who’s On First”
http://www.youtube.com/watch?v=wfmvkO5x6Ng&feature=related
• Apple “MAC versus PC”
http://www.youtube.com/watch?v=VCL5UgxtoLs&feature=related
POSSIBLE EXTENTIONS:
• Different characters and accents—i.e. “Haaapah” family-, “Mah is less”,”Don’t
talk about Mah that way!” — can deliver similar style of DISH “realizations”
for extensions on the web and microsites for each technology page.
• Twitter/Facebook challenge: When else in your life have you experienced
more for less? OR What do you wish you could get more of for less.
• “More Is Less” may be catchy enough to put on t-shirts or hats. People might
wear it as a badge of honor, stating that they’re a smart consumer and they
know where the true bargain is.
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VALUE DRTV 05.11.12
“MORE IS LESS”
Concept: PROBLEM/SOLUTION
We’ve all heard the expression “less is more,” but when is “more” actually less? With DISH, of course. In this concept, a couple stands before a DISH
display, possibly at a Blockbuster, when a fast-talking sales associate enlightens them about the amazing offers and features available with DISH.
[01]
[02]
[03]
Call 888-XXX-XXXX.
MORE IS LESS!
[04]
[05]
[06]
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VALUE DRTV 05.11.12
“WINNOVATIONS”
Concept: PROBLEM/SOLUTION
THE IDEA:
We place an actor who specializes in improvisational comedy at a kiosk in a large outdoor
shopping mall and have him try to sell people very small things for a lot of money. The
store could be blatantly called OVERPRICED (where less is more). For instance, he’ll
have a small cookie sealed in a bag and have it priced at $20. Of course, people will think
he’s insane to expect anyone to pay that. After having some amusing interaction, he then
reveals that his kiosk is actually a metaphor for how little you get with other services when
compared to DISH. Other products for sale could be a stick of chewing gum, one sunflower
seed, or a slice of bread.
Another option is to make this a food stand, where people order, say, a hot dog, but only get
a quarter of a hot dog, or maybe a cocktail wiener. People will naturally complain and that’s
when our host has an exchange like this: “So, you’re telling me that you have a problem
with paying more for less? Then, why haven’t you called DISH?”
MESSAGING:
This entire show is all about value. By simplifying the concept of DISH offering more
entertainment for less, it’s easier for people to get. And hard for them to deny.
Someone could order a product from the food stand based on the photo and get something
much smaller. The serve (actor) could explain that the photo is more about what it tastes
like, then how much of it there is. Of course, no one will take this for an acceptable answer
and they’ll demand a refund. That’s when the server tells them about DISH.
Someone orders a bag of cookies, not realizing it’s actually a bag of cookie—singular. They
complain. They get the DISH pitch.
CALL TO ACTION:
• Get more entertainment for less. Call 888-XXX-XXXX.
• Get more than you bargained for. With DISH. Call 888-XXX-XXXX
WHY IT WORKS:
People like to watch these kinds of shows where pranks are being
pulled on people—as long as it’s done in a nice way. The key here is to
make sure we show everyone eventually getting what they want walking away with a big smile on their face.
REFERENCE:
Jay Leno Winnovations
http://www.nbc.com/the-tonight-show/video/trevor-mooreswinnovations-10-11-11/1361698
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Creative RECAP
1) MAGIC
2) MYTHBUSTERS
3) PROBLEM/SOLUTION
“SUPER MOM”
“DEBUNKED”
“THE DISH EXPERIENCE —
BUILT FOR YOU”
“The DISH Family”
“DR. DISH”
“SHAPE SHIFTER”
“ENTERTAINMENT MAKEOVER”
“THE DISHPERTS:
ENEMIES OF BOREDOM”
“MORE IS LESS”
25
Thank You