AUSTAR Communications - Playing with Snakes and Ladders

Growing its subscriber base meant confronting a conundrum for Austar: Dad wants pay TV to watch more sport, yet Mum is resistant to the idea because it may take time away from other things.

AUSTAR Communications – Playing with Snakes and Ladders

Christina Aventi

Agency: BMF

HOW RESEARCH HELPED DELIVER GREAT WORK

This is a story about how someone's ladder can be another's snake. In our case, sport for dad was mum's snake so in launching the new sporting season for AUSTAR, a major acquisition pull, we had to be mindful of perching our ladder up a solid wall. After all, taking up AUSTAR was a much debated decision…one that was ongoing. As for sport, dad wanted it but it was a threat to family time, to chore time and it exacerbated mum's...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands