Foxtel: Best Of The US
Problem / Opportunity
Foxtel is Australia’s leading cable and SVOD entertainment platform. However, every summer it faces subscriber churn as customers disconnect while their favorite winter sports leagues go to off-season. To combat this subscriber gap, Foxtel expanded its summer-long U.S. sports content, and I was given the challenge of opening up the brand to a new generation of mobile-first, Australian-American sports fans.
Strategy
I identified two key behaviors in the target: 1) due to time zone differences, they streamed content in weird and wonderful ways; and 2) they not only celebrated American sports, but also American culture - loud and proud. From this starting point, I worked with creative and media agencies to develop the proposition “The best of of the U.S.” supported by a mobile-first strategy: To drive consideration and trial by celebrating the unique and timely ways Foxtel enhances the Australian U.S. Sports experience.
Tactics
- Brand :30 and :15 online videos to build reach and frequency with Foxtel’s target audiences.
- Partnered with Google to create a near real-time video display unit serving same day game clips with a CTA to subscribe (non-customers) or download Foxtel’s app (customers).
- Sponsored the NCAA Sydney Cup including on-broadcast integration and at-ground fan activations to drive awareness of Foxtel’s offering.
- On platform cross promotion of Foxtel’s sports package based on viewer data showing the target’s other interests e.g. movies and gaming.
“Well-targeted approach that takes the application of technology to the next level.”
Results
1) Statistically significant quarterly lift in Foxtel openness among target.
2) High single digit increase YOY in net sports tier subscriptions.
3) Reduced cost-per-upgrade by 68% in performance channels.
4) The digital campaign won several awards for digital marketing effectiveness and use of technology, including global recognition from the IAB, APAC Smarties, and Media Federation of Australia.