Fox Cricket: Monty: The World's First AI Predictive Commentator

Foxtel, a pay TV brand, created a game-changing campaign to encourage people to pay for a product they'd previously enjoyed for free in Australia.

Campaign Objectives & Challenges

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. More than 70% of Australian homes are willing to pay for subscription TV and competitive subscription services have doubled in just the last 12 months.

In this incredibly crowded category there's one product that cuts through: live sport.

Foxtel's AU$600m broadcast deal for cricket was a strategically vital investment to secure a competitive advantage over the next six years. And, with a price tag like that, expectations...

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