Foxtel: Brace yourself for Foxtel's most epically successful campaign ever
Principal author: Rob Harding-Smith, Clemenger BBDOContributing author: Andrew Littlewood, Mediacom
In 2014, Foxtel, Australia's leading pay television company, made the bold decision to reduce the price of their starter pack, from $49 to $25 in a bid to kick-start growth. This paper outlines the marketing and advertising effort that ensured this was an epic success. It shows best-in-class retail advertising that builds the brand, even whilst selling the product; how we mitigated the risk of existing customers 'spinning down' to the new price, even whilst acquiring hordes of new...