Foxtel argues new deal is better value than coffee in new ads
Foxtel is suggesting its new subscription deal is ‘better value’ than a $4 a day daily coffee, as part of a new campaign push.
In one piece of work, a woman sits opposite her coffee cup in a cafe. A voiceover says: ‘right now, Foxtel is better value than your daily coffee, unless it’s a seriously entertaining latte’.
The latte then comes to life, telling the woman a story.
A separate ad, which has been created by DDB, is a banner with a black coffee cup on a red background. The coffee, which has ‘Under $4 a day’ is next to the words ‘Right now, Foxtel is better value than your daily coffee’.
The static version, which appears on the Foxtel website
It seeks to promote what Foxtel has described as its ‘best TV pack’ – under $4 a day. When paid monthly, Foxtel will provide users with a discount.
The ad was created by DDB, which was announced as the new agency of record just last week.
interesting the foxtel dots logo has already been ditched across a number of campaigns and outlets.
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D’ya think Foxtel have heard of Netflix or STAN? 4 bucks a day versus 12 bucks a month… And maybe they ought to check out ABC iView or SBS On Demand while they’re at it… Darryl Kerrigan – the bloke who knows about stuff like – “Fishing is 10% brains and 95% muscle, the rest is just good luck” – might be the one who best explains it: ‘Tell ’em they’re Dreamin’… ‘
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it’s so dead, should rename it kodak…..
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Really? Foxtel and the agency are banking on the Punter being unable to calculate $4×30 days in a month equals $120 per month which must then be more than $1200 per year. All of which is the very same pricing of its non discounted platinum offer.
Genius marketing. Not.
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That is approximately $120/month…..no thanks, that is still way to
expensive when you consider everyday living cost, Foxtel is still a luxury many won’t be able to afford.
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Dear Foxtel this ad will not help.
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#fail #doyourhomework #timetocleanoutoverpaidmorons
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Difference between coffee and Foxtel support – you don’t need to spend 3 hours troubleshooting with your barista – only to be told that it’s your tastebuds fault.
There is a serious consumer disconnect with a premium priced service vs a hassle free experience.
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I ‘broke up’ with Foxtel a couple of weeks ago as I only watch Netflix and freeview. The foxtel rep almost wouldn’t let me disconnect, trying to throw a load of phoney offers at me. I had rung foxtel three weeks earlier than that to discuss its increased monthly bill to me (increased with CPI or some BS) and basically told me I had to wear it, so I trimmed the package down. They only come to the party when you suggest you’ll disconnect. Too little too late.
They can’t compete. Without sport they would be a dead duck.
As an aside, I got a free basic foxtel NOW docos package with ‘Telstra TV’ entertainment package I have, and I noticed that the Foxtel NOW online on demand selection and number of shows for your subscribed channles is less than the Foxtel GO offering….in other words, its attempt at online competition vs Netflix etc is a dumbed down version of what you get on the GO package for your subscribed channels….
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This campaign is seriously off the mark. You’ve got to feel for the marketing team at Foxtel. Foxtel can’t win back Australia through marketing alone, they need to look at their product.
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Clueless dinosaur company
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A Murdoch company
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I’m genuinely shocked anyone thought this was a good idea. It has to be one of the worst ad campaigns in recent history. My partner and I were watching the tele when it came on last night and were dumbfounded: $120 p/m for a sub-par product that you can get for $11 a month? It’s ludicrous!
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Hmmm, I like my Foxtel like I like my coffee. Except I can’t live without coffee and I don’t like Foxtel.
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Are you kidding me?!
Less than $4 a day?? Omg this reeks of desparation !!!!! What the hell is going on?! Is this a WorldVision ad?
Has Foxtel turned into a charity, begging for donations?!!
This is the most ridiculous campaign. STOP WASTING YOUR MONEY ON MARKETING. Fix your product, make it better, make it cheaper and affordable > problem solved Foxtel. So frustrating!! It’s not rocket surgery!!!
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Are they serious?
“Better value than a $4 a day coffee”
Omg this entire campaign REEKS of desperation!! What the hell is going on over there?!! This is akin to a WorldVision ad. “Less than 1$ a day” > has foxtel turned into a charity begging for donations?!!!
STOP WASTING YOUR MONEY ON MARKETING. Just stop for a second. Fix your product & make it more affordable > problem SOLVED. It’s not bloody rocket surgery! Christ. These people. It’s actually frustrating. Why do they keep on missing the mark??
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This campaign misses the mark beyond words. As the home to some really great shows and funding some great Australian productions it’s not in anyone’s interests for Foxtel to fail. Except every decision of late seems to put them on that path…
Ask any marketer and they could list 50 valid reasons why this ad is bad. The only thing good about this ad is the smiley face on the coffee cup.
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What a time bomb. Didn’t they just have a fancy rebrand?? How sad. Probably led by under qualified, overpaid execs.
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Where can you get the same for $11??
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What happened to the big brand that was not going to be ‘shouty’ Created by boy wonder – Mark Buckman?
FOXTEL just waste money on brands and marketing and should spend it on customer service and improving the product
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Did anyone mention were putting up the price for the Entertainment package soon, just a measly $2.00 bucks or half a coffee a month (-: wait for your letter written from one of the well paid executives. Effective this increase is for CPI, but really its to pay for our Cricket rights!
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I love your comments MP, so honest and truthful!
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Ive been with foxtel for a very long time but i have decided im going to get out , to many adds thete are streaming alternatives that leave it for dead at a fraction of foxtels price .
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