FOXTEL today launched a bold new multi-channel brand campaign starring iconic international actor, Sam Neill, to highlight Foxtel’s continuing evolution as a premium entertainment experience, now revolutionised with streamed content on demand and offering an unrivalled line up of integrated apps all in one place.
With a 25-year history in Australian homes, FOXTEL has completely transformed the viewing experience becoming a premium streaming aggregation solution for nearly two million households today. FOXTEL saw a 30% increase in on demand viewing in 2021 and since its launch last year, has now shipped more than 100,000 units of the iQ5 streaming set top that features a simple plug and play set-up with no cable or satellite installation required.
Michael Nearhos, executive director of marketing, FOXTEL said: “Foxtel was once seen as a dinosaur but we’ve evolved. This campaign faces misperceptions, and plays heavily into nostalgia by putting the old and the new Foxtel side-by-side to show Australians the powerful difference. We wanted to challenge the thinking of entertainment lovers of all ages out there in a bold way. And we want to do it in a human, relatable way, with a touch of wit. You can teach an old dog new tricks.”
“We’re thrilled to work with Sam Neill to bring this campaign to life. He’s globally recognised and much loved by Aussie fans. He also seldomly does brand work like this. Having the opportunity to work with him speaks volumes about the truth behind our continuing evolution as a brand and as a trusted entertainment provider to our nearly 2 million customers across the country.”
The FOXTEL premium entertainment experience of today can stream up to 50,000 hours of Live and On Demand Foxtel content with ease, brought about by significant investments in technology and streaming aggregation capability, evolution of the UI and a highly personalised, smart navigation experience, as well as even more ultra HD 4K entertainment and sport content. The Foxtel IQ experience also includes embedded voice control technology within the remote, and this year will see the brand distribute 500,000 complimentary voice remotes to loyal customers to enhance their viewing potential.
The campaign will be led by a 30-second hero TVC featuring Sam as the star, reprising his role in Jurassic Park. More spots will be released over coming months.
The screens media strategy and channel selection includes TV, Cinema, digital TV and BVOD. It aims to deliver both reach and engagement with the target audience, to drive reappraisal of Foxtel and demonstrating that the new entertainment experience connects customers to worlds of entertainment, effortlessly.
A multi-format OOH campaign will deliver reach and impact, with large format digital billboards in key sites around Sydney, Melbourne and Brisbane, supported by street furniture panels to drive reach and frequency. A high impact transit campaign will extend coverage utilising bus side panels and innovative tram wraps.
Partnering with News, the campaign utilises a mix of high-impact digital formats including Home Page Takeovers, Digital Video and Premium Native articles, as well as press in the major mastheads.
Facebook/Instagram, Twitter, and Snapchat form part of a multi-platform social campaign to deliver mass reach and consideration.
The campaign strategy and creative was entirely concepted, developed and produced by the Foxtel Marketing and Fox Creative teams, with support from Beautiful State for the shoot and Mindshare for media.
The new brand campaign follows the news of Sam Neill taking a leading role in the upcoming FOXTEL Original series, The Twelve, scheduled to premiere later this year. The Twelve tells the story of 12 jurors, ordinary Australians, with struggles of their own, who must decide the case of a woman accused of killing a child. The 10-part crime drama series is currently in production in Sydney.
Michael Nearhos – Executive Director of Marketing Guy Sawrey-Cookson – Group Creative Director Jo Bladen – Director of Brand & Content Marketing Amber Elliott – Head of Brand Marketing
Mitchell Jones – Brand & Product Manager
Rhys Gower – Head of Media
Jared Bedford – Creative Director
Gareth Pask, Andrew Griffiths – Creative Delivery Tim Bugahiar – Copywriter
Radge Ratsaphong, Dylan Fryer – Art Directors Jamie Carberry, Mark Sayer – Design
Oz Cekiz – Producer
Editor – Stephen Cardelli
Michael Bramley – Head of Social
Justin Fok – Digital Content Producer
Nick Robertson, Director
Dan Ardilley – DOP
Kim Kirby – Executive Producer
Lee Dobbins – Client Partner Guiallme David – Investment Director Lauren Bray – Strategy Director
Please login with linkedin to commentFoxtel
The Avid Collective MD reveals his life pre-adland. As exciting as it is, it's not international playboy spy & Lothario.
SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]