Fox Cricket: Monty – The world's first AI predictive commentator

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

Campaign details

Brand: Fox CricketBrand owner: FoxtelLead agency: Mindshare AustraliaCountry: AustraliaIndustries: TV channels, services, programmesMedia channels: Mobile & apps, Online display, Online video, Outdoor, out-of-home, Programmatic display, Voice, chatbotsBudget: 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...

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