Fox League: Product Launch
Problem / Opportunity
To launch Australia’s first and only dedicated rugby league channel, Fox League, in a way that would emotionally connect with heartland Australia and provide a compelling reason for non-subscribers to pay.
Strategy
Get non-subscribers who are content with free (but lesser) alternatives to demand more coverage by demonstrating Fox League’s commitment to their team and the sport. From this, a proposition was formed: Everyone’s team deserves to be seen. With willingness to pay lower in regional areas, Indigenous Australian music star Jessica Mauboy was selected to help deliver the message in a surprising, entertaining and inclusive way.
Tactics
- Product launch 60, 30 and 15 videos optimized across TV and digital channels to build reach and interest.
- OOH targeted by location and message in high opportunity locations nationally.
- Sponsorship and affiliate partnerships with clubs to deliver targeted offers to member bases.
- Always on, personalized digital performance (search, display and social) optimized to CPA.
Results
- 70% of targeted, non-subscribers recalled the product within six months of launch.
- Openess to Foxtel grew by 3% in the six months trailing the campaign.
- Increased Q1 net subscribed sales with a 15% reduction in CAC year over year.