Foxtel spruiks 4K Ultra HD winter sport offering via Mindshare
Foxtel is highlighting its sports offering as part of a new integrated brand campaign promoting the network’s aggregated interface.
The media strategy for the campaign was delivered by GroupM’s Mindshare, with creative handled internally by Fox Creative.
The latest installment of the campaign spotlight’s Foxtel’s aggregated sports offering, positioning Foxtel as the only place to watch AFL, NRL, F1 and netball live in 4K Ultra HD.
“Go Ultra” is led by sports stars across NRL, AFL and netball, including Isaac Heeney, Patrick Cripps, Christian Petracca, James Tedesco, Nico Hynes and Paige Hadley.
As well as a 30-second TVC, the stars will feature in executions across OOH, on air, print, digital and social platforms.
The latest iteration is part of a broader brand campaign that spotlight’s Foxtel’s aggregated interface that allows viewers to access all of their favourite apps and subscriptions in the one place.
It follows on the original TVC’s setting in a metaphorical Foxtel department store, where each level offers the viewer a new entertainment experience via Foxtel’s suite of apps.
Foxtel executive director of marketing, Michael Nearhos, said: “We love this concept of a department store as a metaphor for Foxtel, bringing streaming aggregation to life as a one-stop-shop for all the entertainment you love in one place.
“Our data shows that aggregation of the streaming apps and our content is key and keeps our customers engaged with the brand so we wanted to focus on that for our next brand campaign.
“We’re thrilled to work with Andrew Winter on this campaign as he’s synonymous with Foxtel as co-host of our most popular lifestyle series Selling Houses Australia as well as Love It Or List It Australia, set to return this year for its fifth season.
“We also had fun with talent cameos including a fleeting moment with Carlton Blues captain and 2022 Brownlow Medal winner, Patrick Cripps (Crippa), waving hello before being tackled to the ground.”
The campaign is rolling out until March 31, across free-to-air TV, cinema, OOH, digital , social, press plus on-platform and owned channels. The campaign will be refreshed in the coming months to hero new app partners and seasonal sporting code launches.
Credits
Marketing:
Executive Director: Michael Nearhos
Marketing Director: Jo Bladen
Head of Marketing: Stephanie Lukin
Marketing Manager: Lauren David
Marketing Executive: Chloe Sidhu
Fox Creative:
Executive Creative Director: Guy Sawrey-Cookson
Creative Director: Jared Bedford
Senior Creative Copywriter: Tim Buhagiar
Art Director: Sabrina Khong
Head of Creative Production: Anna Stamatatos
Integrated Producer: Ksenia Svistounova
Creative Delivery Lead: Anthony Brooker
Editor/VFX: Tim Hannah
Junior Content Creative: Gabriela Khouri
Lead Content Creative: Stephen Cardelli
Design Director: Sally-Anne Kerr
Senior Motion Designer: Grischa Theissen
Senior Motion Designer: Parag Satyal
Audio Post Director: Dave Hunter
Design Director: Jamie Carbery
Senior Designer: Mark Sayer
Wardrobe: Amy Haviland
HMUA: Yasmin Orr
Retoucher: Matthew Roberts
Mindshare:
Group Investment Director: Remona Salem
Investment Manager: Sydney Cramb
Strategy Director: Lauren Bray
Digital Associate Director: Zeeth Bijayananda
Beautiful State:
Director: Nick Robertson
Executive Producer: Kim Kirby
DOP: Peter Eastgate
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