Campaign details
Brand: FoxtelLead Agency: Mindshare AustraliaRegion: APAC
Strategy
Objective
Wentworth is an Australian TV series set in a female prison.
Our brief was to make Wentworth the No. 1 drama every week on the Foxtel TV network.
This was more than a new season premiere. We were facing a fundamental shift in the way people watch TV. Weekly live audiences were in free-fall as on-demand growth soared.
The binge was beating prime time and if we wanted to make Wentworth No. 1 we needed to create an entirely new reason to watch live.