Foxtel launches new push as streaming services continue to bite into subscriber base
Foxtel pushes streaming across devices in latest brand campaign
Just two days after a management reshuffle, Foxtel has moved to reposition the band with a new tagline that urges Australians to Make It Yours, shifting the focus from price to benefits.
The new campaign will focus on available content across Foxtel’s channels as well as on streaming services such as Netflix and Stan by highlighting how customers can stream their Foxtel subscription across multiple devices.
Foxtel, kicked off the campaign over the weekend, two days after CEO Richard Freudenstein was replaced by Peter Tonagh from News Corp and as discussion about Telstra selling out of its 50% share in the business grew.
The campaign features six ads, including a marathon two-minute effort promoting the latest season of Game of Thrones.
Bus from Whybin TBWA Sydney Pty Ltd on Vimeo.
Rob Farmer, Foxtel’s director of content marketing, said streaming offers were still not well known. “It’s a lesser-known fact that every customer can stream Foxtel anytime, anywhere, via our Anytime menu and Go app.
“Our unmatched investment in content also means that we offer the widest selection of the world’s best new shows, from home and abroad. It’s exciting to launch a long-term campaign that can bring all these benefits beyond sport to life,” Farmer said.
Credits:
Production Company: Finch
Director: Nick Ball
Producer: Julianne Shelton
Founder/Executive Producer: Rob Galluzzo
Managing Director/Executive Producer: Corey Esse
DOP: Lachlan Milne ACS
Production Designer: Neville Stevenson
Editor: Jo Scott – The Butchery
VFX: Drew Downes – The Refinery
Music Composer: Jonathan Dreyfus
Sound Design: Simon Kane @ Song Zu
Voiceover artist: Josh Whiteman
Chief Executive Officer: Paul Bradbury
Executive Creative Director: Gary Mccreadie
Executive Creative Director: Wesley Hawes
Executive Planning Director: Hristos Varouhas
Art Director: Mark Tallis
Copywriter: Cameron Dowsett
Group Account Director: Camilla Stapley
Executive Director of Sales and Marketing: Ed Smith
Director of Content Marketing: Rob Farmer
Head of Content Marketing: Sasha Mackie
Creative Director & Director of Brand: Travis Conneeley
Executive Producer: Carley Edmonds
Creative Communications Manager: Claire Blackall
Simon Canning
Pretty much everyone is know is cutting the cord and going to the pub for big sport.
User ID not verified.
I like this but it it is awfully similar
User ID not verified.
I would not know what is going on as a consumer with whom has subscribed to Foxtel for 20 years. Nobody ever contacts me with changes,upgrades,up sells…. #foxtel
User ID not verified.
I agree with N.
Been with foxtel since it inception and series i have been watching have now gone to presto – wow another subscription if I want to see the series through. Double dipping.
None of it makes sense. They seem to be in a terrible mess and explain nothing to customers whether loyal or not. Time for it to go once GOT has aired.
User ID not verified.
Netflix called, they want their ad back:
https://www.youtube.com/watch?v=pWCOwJD0r9w
User ID not verified.
Seriously weak creative on all accounts. Really … you think this is going to reclaim your subscribers that you’ve been ripping off for way too many years. Next time forgo the patronizing pizz strings and geeky awkward actors and get serious about the reality of your brand … or lack of it.
User ID not verified.