By 2009, DIRECTV enjoyed the lead position as the number one satellite broadcast provider. However, their growth had slowed. Corporate objectives were set on igniting new momentum by taking the fight directly to cable providers in order to capture a larger market share.

Though largely at parody with cable in many facets, research proved our intuition and confirmed a small but significant opportunity for advantage: DIRECTV was perceived to have slightly better sound and picture quality compared to cable and other providers. Using this insight, we created a transformative strategic repositioning and new brand platform for DIRECTV, establishing the service as the “premium television viewing experience.”

The effort delivered the highest sales and stock prices in company history. And the “Petite Lap Giraffe” became the brand’s biggest viral hit.

DIRECTV was acquired by AT&T in a deal valued at $45B.