Foxtel has launched its new direct-to-customer ad campaign for Foxtel Broadband following a complete overhaul of its broadband service which now includes simplified pricing, unlimited data, no lock-in contracts, and no activation fees.
Foxtel saw Broadband as a key growth area for the business if it could simplify and strengthen its offer to be more competitive in the market and increase awareness to customers, the key audience for growth.
The campaign is led by a 30-second TVC featuring Brooke Satchwell – star of the Foxtel hit courtroom drama The Twelve – celebrating the internet being a strange place full of cat memes and videos and posing the question of what we’ll be watching next.
Foxtel executive director of marketing, Michael Nearhos, said: “There’s a lot of noise in the broadband space so we wanted to challenge the perception and push the creative boundaries for Foxtel Broadband in order to cut through.”
“We leaned into the shared internet experience as it’s universally relatable. The quirky and irreverent creative brings that shared experience to the fore and provides a natural opportunity to surface our refreshed Broadband offering to customers.”
“We’re thrilled to work with Brooke Satchwell on this campaign. She is well known and loved by Foxtel audiences having starred in Original series The Twelve, Mr Inbetween and The End and she also has impeccable comedic timing and a natural wit about her that served the creative perfectly.”
The campaign strategy and creative was entirely concepted, developed and produced by the Foxtel Marketing and Fox Creative teams. More spots will be released over coming weeks including a promotional offer of 2 months free, no setup costs and a next-generation Wi-Fi 6 Foxtel Modem at no cost for new Foxtel Broadband customers*. The campaign will rely on owned media distribution channels including on-platform, social, editorial, eDM, SMS and direct mail.