Due North Communications

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The Due North Difference Brought to Life
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Star Choice
Business Results Are Our Report Card. Just a few years ago, the direct-to-home (or DTH) satellite category was in its infancy, with the long-term leader undecided. This wasn’t just a case of “who can sell the most satellite dishes”. The stakes were far greater. It was a matter of determining who will dominate this category for the next 20 years -hundreds of millions of dollars were at stake. Our objectives were simple: increase subscribers and revenue. It was quickly apparent to us that there was a glaringly obvious tack that had not yet been taken. Up until then Star Choice had focussed its efforts against Bell ExpressVu (BEV) haggling over what was essentially only 6% of the total market. In fact, 80% of urban and suburban markets were cable subscribers. A potential key source of volume was staring us right in the face. As Star Choice’s new agency, we saw this as a huge opportunity. Research confirmed that no great love existed between cable customers and their supplier -quite the opposite. The sting of negative billing and bad service was still being felt. We decided to tap into this groundswell of anger and give customers a chance to stand up for their rights. We put Star Choice on the map by recognizing consumers’ outrage and offering them an outlet. Thus the Star Choice revolution was born. The campaign launched on an epic scale, integrated across TV, radio, newspaper, direct marketing, point-of-sale, collateral and PR. We didn’t spend more, we spent smarter by pitting ourselves against the cable giant -Rogers- in the key markets of Ontario and Quebec. In merely a few short months, the Star Choice Revolution roared to life. Faster than any of us could imagine, revenue was up 32%. From an awareness standpoint, this brand became famous overnight. The campaign re-energized the sales force, retailers and employees alike. It has also built an incredibly powerful long-term brand platform.
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