Foxtel launches new push as streaming services continue to bite into subscriber base

Foxtel pushes streaming with latest brand campaign

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.


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


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