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?...