Scalable Idea Special Award
Fox Cricket: Monty – The world's first AI predictive commentator
Brand Fox Cricket
Agency Mindshare Sydney
Foxtel created a truly game-changing campaign to encourage people to pay for a product they'd previously enjoyed for free.
It created a new way to watch the game that would set its subscription apart: Monty, the world's first AI 'predictive commentator'.
Monty delivered an 18% increase in average weekly sales, while Fox Cricket became the number-one channel for share, beating the full-year performance of every other channel despite only launching in September.