DISH: Men of the Mall

A key differentiator that puts DISH above its competitors is DISH Anywhere app. DISH customers can watch 100% of their live and recorded TV anywhere they have a cellular or WiFi signal. The holidays were a perfect time to push this message to a specific segment of our target market: the Men of Mall. We’ve all seen them, the husbands, fathers, fiancées and boyfriends soldiering along carrying bags of purchases they had zero involvement with.

We created “man on the street” style videos to capture the organic feeling of the abandon souls patiently waiting for the shopping day to end. The videos were posted across DISH social media platforms: Facebook, Instagram and Twitter. Over the course of the campaign the DISH Anywhere app showed an increase in usage of 24%.