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Viewers ignore some of Foxtel’s biggest shows as pay-TV platform pushes its catch-up service

Foxtel has kicked off a new advertising campaign which features characters representing some of the pay-TV operator’s biggest franchises being ignored by viewers, to help promote its on-demand service Foxtel Anytime ahead of the holiday period.

The ad stars reality star Gina Liano from The Real Housewives of Melbourne, an escaped prisoner from prison series Wentworth and a zombie from the Walking Dead all failing to get a reaction from people before the voiceover says: “sometimes you don’t know what’s right in front of you.”

The campaign was designed and implemented the pay-TV operator’s in-house creative agency Felix and began airing last night. 

It comes as Foxtel looks to compete with the likes of streaming video on demand platforms like Netflix and Stan.

The integrated TV, print, online and social media campaign also seeks to highlight that content can be watched from anywhere and on any device.

A separate ad featuring just the zombie from The Living Dead has been running online for a week with the company claiming: “Online statistics indicate that consumer awareness in Foxtel’s Anytime service has already doubled.”

Nic Christensen 

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