DIRECTV launched its Arabic and South Asian programming packages targeted to the Arab and South Asian communities in the US. Working with DIRECTV’s marketing teams, ObjectDC developed and implemented the marketing strategy, creative design, production, press release distribution, media placement of all traditional and online media. Additionally, ObjectDC selected and participated in grassroots initiatives like events, retailer support and outdoor marketing. We conducted consumer focus groups to gauge interest in specific channels and coordinated full-scale PR events to announce the launch of CricketTicket.

The DIRECTV subscriber base increased and overall brand visibility and awareness among the respective communities shot up significantly. As part of the multicultural outreach, ObjectDC handled the entire production of the international retention program by producing monthly in-language
newsletters for six markets – Chinese, Philippino, Korean, Vietnamese, South Asian and Russian.