Campaign details

Brand: Fox Cricket
Brand owner: Foxtel
Lead agency: Mindshare
Country: Australia
Industries: TV channels, services, programmes
Media channels: Mobile & apps, Online display, Online video, Outdoor, out-of-home, Programmatic display, Voice, chatbots
Budget: 5 - 10 million

Executive summary

In 2018, Australian pay TV brand Foxtel invested AU$600m to secure the broadcast rights for cricket.

Cricket is considered a natural resource for Australians – in the same category as sun, sand and surf. As such, it had always been broadcast for free. Now Aussies had to pay $60 per month to watch every ball. However, Australia’s complex sport licensing laws ensured major games were still free to air on competitor broadcaster CH7.

So the challenge for Foxtel was brutally simple: get people to pay for a product they’d always enjoyed for free – even when they can still watch the major matches without paying for a subscription.