Foxtel: Marketing at the Speed of Sport

Foxtel, a cable TV network, used a mobile-led targeted content campaign to entice Australian sports viewers to buy their channel's subscription services.

Campaign details

Brand: FoxtelLead agency: Mindshare AustraliaRegion: APAC

Objectives

Foxtel is Australia's leading cable TV network.

We were tasked with reducing the cost per acquisition for Foxtel's US sports package by 20%.

The athleticism, energy and outright insanity of live US sports is a sensory overload. With up to 42 different teams across 3 codes playing on a single Sunday many Aussie fans find it easier to simply skip the live broadcast and wait for the highlight reel.

This created a challenge: why pay for Foxtel when you can catch up for free on YouTube?...

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