Case History Database

In September 2008, Australian families braced for the impact of the Global Financial Crisis (GFC). At the same time, FOXTEL was working hard to convince families that spending on subscription television was a worthwhile inclusion in their household budget. Increasingly, consumer sentiment was indicating that households were looking for ways to cut back on entertainment expenditure, and FOXTEL’s own brand tracking identified that a barrier to subscription was affordability; ‘I can’t afford it’. Despite these conditions, the FOXTEL ‘Good News Sale’ campaign delivered spectacular sales results, up 34% in just one month and the highest average weekly sales result in FOXTEL’s history. It also provided a return of $7.21 for every media dollar spent. This case study illustrates how advertising took an established brand that some non-subscribers felt they knew, understood and had previously rejected and convinced them to reconsider in an entirely new way. A way that turned the value proposition on its head and made FOXTEL an essential entertainment solution in difficult economic times. It was advertising that was responsible for this transformation by re presenting FOXTEL in a new, more relevant way. Not an increase in media spend, a product innovation, improved distribution or price cutting. Simply a fresh way of tackling a consumer problem that had previously not been attempted.

	Author		Jamie Clift and Toby Harrison
	Executive Creative Director		Justin Drape
	Executive Creative Director		Scott Nowell
	Managing Director		Mark Green
	Creative Director		Noah Regan
	Group Content Director		Vicky Norton
	Copywriter		Nick Morrissey
	Art Director		Scott Dettrick
	Content Director		Leigh Morrison
	Agency Producer		Thea Carone
	General Manager Brand & Acquisition		Ant Warne		FOXTEL
	Marketing Campaign Manager		Nicole Bardsley		FOXTEL
	Brand & Product Marketing Manager		Marc Burns		FOXTEL