Campaign details

Brand: Foxtel
Lead Agency: Mindshare
Region: APAC

Objective

Foxtel is Australia's premium subscription TV network, home to the FOX SPORTS network and an aggressive player in the nation's sports rights market.

The Australian subscription market is cutthroat. Over 70% of Australian homes are willing to pay for subscription TV and competitive subscription services have doubled in the last year. In this crowded category there's one product that cuts through: live sport.

Foxtel's AUD $600M broadcast deal for cricket was a strategically vital investment to secure a competitive advantage over the next 6 years.

And with a price tag like that, expectations for the cricket launch campaign were extraordinarily high:

  1. Acquire new subscribers while also reducing CPA by 40%.
  2. Steal share of free-to-air viewing from CH7.
  3. Become number one channel on Foxtel.