Crazy News, Sane Prices
The Ask
Sling TV 2024
News viewership was expected to remain high and potentially increase post Election day (Nov 5th), fueled by the leadership change, the post-elections build up towards inauguration day and the first 100 days.
This continued need to tune in to the News provides a solid opportunity for Sling to showcase our value to news consumers given our competitive advantage in market having the best price to watch Live TV news.
The Process
A first-person perspective narrates the election cycle, highlighting the chaotic news landscape. A humorous tone alleviates the current mindset while providing solutions for election coverage cravings. The messaging holds value, enhanced by striking visuals that subtly incorporate brand colors. The approach aims to evoke absurdity, aligning with Sling's personality and immersing viewers in a relatable live news experience.
The Result
The "Crazy News, Sane Prices" campaign was a major success for our agency, receiving praise from the CEO for its creativity and implementation. It achieved a 62% lower cost per acquisition (CPA) in programmatic display compared to previous efforts and was the most effective CPA-driving creative across various channels. On META and display, it performed 22% better than standard campaigns. Since its launch, it has produced 44% of all News GAs, ranking as one of the top three ads for Sling’s News category.