Created by Clemenger BBDO Sydney and CHE Proximity, Foxtel’s new “blockbuster campaign” promotes its reduced price of $25.
The tagline ‘It’s Foxtel, but not as you know it’ and its new $25 price advertisements aired nationwide from Sunday. It Parodies the world of movie blockbusters to position the change in price as the first chapter of a new story for the brand.
Foxtel executive director of sales and marketing, Ed Smith, said: “We’re making the biggest changes to Foxtel’s pricing and packaging in 19 years, giving more content to our customers at no extra cost and almost halving the price of our entry package. This campaign helps us convey the scale of these changes in a way only an entertainment brand can.”
“It’s rare that you have news this epic to communicate. So we wanted to do it in a way that no one would miss,” said Paul Nagy, Clemenger BBDO Sydney’s executive creative director. “And to be twice as sure that they don’t miss it, we added a smoking hot Jen Hawkins and put Bear Grylls in a dead sheep”.
‘It’s Foxtel, but not as you know it’ comprised two TV commercials starring Foxtel personalities such as Bear Grylls, Jennifer Hawkins and Gordon Ramsey. And no epic blockbuster is complete without The movie voice-over guy, so Foxtel went straight to Hollywood’s John Garry who has voiced trailers from The Expendables to Kung-Fu Panda.
The campaign also includes press, digital, radio, outdoor and direct response, and customer promos made by Foxtel creative to champion the extra content to customers. The campaign will evolve into chapter two, $50 for Sport and Entertainment, in December.
Starting today, Foxtel’s residential customers will receive enhanced benefits, at no extra charge, as a way of adding even more fantastic value into their packages. Key bonuses include giving the vast majority of subscribers access to all general entertainment channels; giving Platinum customers access to some pay-per-view movies at no extra cost; and giving all Essentials customers, who don’t currently have it, access to Foxtel’s award winning premium drama channel – showcase, the Home of HBO.
Foxtel announced that the eagerly anticipated subscription benefits for existing customers, along with new pricing and packaging options, have kicked off today. The news follows a series of transformative announcements made at the 2014 ASTRA Conference that are designed to increase the value of a Foxtel subscription and maximise the availability of its services for new subscribers.
CEO of Foxtel, Richard Freudenstein said: “We’ve been thrilled with the incredibly enthusiastic response we’ve received since sharing our plans to increase benefits for customers and revamp Foxtel’s pricing and packaging. Today marks the next step in our commitment to bring customers exceptional value from a Foxtel subscription that adds to our continued investment in amazing content like HBO, Disney, BBC First and locally produced drama coupled with the innovative ways we offer customers to enjoy that content through our unrivalled Foxtel iQ box, HD channels and Foxtel Go service.”
The new pricing is designed to make Foxtel more accessible to the broadest number of Australians possible and offers customers more flexibility in customising their subscriptions to best suit their entertainment needs.