Bringing home Australia’s most valued entertainment experience

Through emotionally connecting fans with the sports they love

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Creating Australia’s most loved sports experience

• Creating a family appeal though ‘Mum’s Taxi’ winter sport campaign (Feb-Apr 2018)

• Supported by ‘No Ads’

• Launching the new Fox Cricket channel with ‘Cricket like never before’ campaign (Oct-Dec 2018)

• Including ‘Monty’ world first use of AI technology with sport

• ‘I want it all’ winter campaign (Feb-Apr 2019) – strategic shift in a challenger environment

• ‘Sport of Thrones’ (Apr 2019). Building desire through blended entertainment campaigns

• Always on brand layer engaging with fans

Content overview

Click to play video content on relevant slides

Sport is about entertainment and escapism. Two or three hours to immerse yourself in and forget about everything else.

Sport is the best entertainment, the best news, the best drama and the best reality TV, all rolled into one.

And it’s all on Foxtel. Done Better.

The brand proposition

“Mum’s Taxi” winter sport campaign Feb-Apr 2018

Insight

Every weekend across Australia ‘Mum’s Taxi’ springs into action, driving the kids around to their sporting events.

But even more importantly, Taxi Mum also controls the purse strings, and is the real decision maker when it comes to family purchases

Value proposition

We’ll show mum that sport brings family and friends together

And the best place to do that is on Foxtel

Like a sporting emporium we’ve hand selected the biggest sports & best athletes in the world to ensure that Australia, as a sports loving nation, gets the best wall to wall coverage of all their favourite sports

A campaign to appeal to the whole family

Building the perception of premium sport breadth

Showcased through brand ambassadors who are the biggest sporting stars in Australia.

Engaging with fans through social media

Non scripted outtakes shared on social

Consumer sentiment on social media

Fans don’t like ad-breaks. Neither do we.

Results

✓ Best performing campaign in last 5 years from a new customer acquisition perspective @111% to budget

✓ Existing customers upgrading to sports package trebled vs STLY

✓ Brand perception of being best for live sport up 5% YoY

✓ Fox League & Fox Footy the highest rating subscription TV channels of 2018

✓ Fox League NPS of +31

✓ Fox Footy NPS of +30

✓ Feature campaign in Fox Sports’ winning entry for 2018 Mumbrella Sports Marketing team of the year

It’s cricket like never before

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Fox Cricket launch campaignOct-Dec 2018

Addressing the status quo bias

Insight

People will avoid making a decision if they can, taking the path of least resistance, and settling for the status quo

We needed cricket fans to make an active choice over the summer; chose to watch on Fox Cricket rather than ‘doing nothing’ and watching what’s on free-to-air tv

Value proposition

We launched a brand new channel

We had to promise & deliver a cricket experience like never before

We needed to build an identity for Fox Cricket

PURPOSETo re-invigorate and re-imagine cricket for a new

Australia, uniting all fans around our biggest game

ROLE

We will build more anticipation, more passion and more memorable moments,

across all formats, all teams, all year. All in one place.

PERSONALITY/CHARACTER

Respectful, down-to-earth, fun, passionate, progressive, family-focused, entertaining

We are committed to cricket

All forms in one place

Respectful of traditions

Authentic, innovative and

professional coverage

We innovate like never before to bring

you closer to the game

No ads, 4k, new camera

angles, make sure you never

miss a key moment with

wicket predictions

Expert analysis & commentary

We are for all cricket fans

Men + Women, Young + Old,

families

Aussies + adopted Aussies

For all fans, fanatics &

followers

All formats of cricket

Both men’s and women’s

formats

We entertain, exciteand celebrate

We bring energy and

enthusiasm

But recognise that there are

many gears – sit back and

relax or front of your seat,

wind up entertainment

Building a brand identity for the launch of a new cricket channel through:

• Customer insights

• Qual & quant research

• Stakeholder interviews

Cricket has been constantly evolving

We’re the latest evolution of cricket

Complimented with a user experience like never before

In a world first use of machine learning and sport, we taught ‘Monty’ the game of cricket.

Through recognising patterns and probabilities, Monty alerted fans in throughout the summer of when a wicket was going to fall…ahead of time, so fans need never miss another big moment again.

• Winner of Media Lion at 2019 Cannes Lions• Won Gold award at 2019 Festival of Media: Asia • Shortlisted 2019 Mumbrella Sports marketing awards (awards in July

2019)

Results

✓ #1 subscription TV channel for 17 weeks 2018/19

✓ Highly favourable NPS of +17, surpassing target after just 6 months of being live

✓ ‘Monty’ executions doubled brand recall & halved CPAs

✓ Mitigated churn over the summer period

“I want it all”

Sport, Drama & Entertainment

Campaign Feb-Apr 2019

“What do they have on there? I hear they just

repeat the same episodes and movies.”

AUSTRALIA’S MOST LOVED SPORTS WORLD’S BIGGEST DRAMAS+ +

Foxtel’s unique ‘triple threat’ of content

Just old shows on repeat… Netflix has better variety... Only has sport…

2019 winter campaign gave Foxtel the opportunity to counter false & outdated perceptions, highlighting our best ever content line up

LATEST BLOCKBUSTER MOVIES

Delivering on key business objectives

Creates excitement and urgency, with a compelling and simple to understand offer

By celebrating the advantage and simplicity of being able to bring all the best content home, we will marginalize our competitors who promote single genres

Be the champion of our customers’ needs

Drive sales

Play to our advantage

Begins to reset our brand

Showcasing the breadth of content using the power of music &

lyrics as a mnemonic

Results (campaign in market until Apr 30)

✓ Delivering an additional $30 average revenue per user (ARPU) vs STLY

✓ On track to hit all sales targets

✓ Online conversion rates 120% to target

✓ Brand metrics to be reviewed

GoT Round – Apr 2019

Combining Sport with Foxtel’s most engaging non-sport content in a relevant and meaningful way

FOX LEAGUE AND

NEWCASTLE KNIGHTS

LAUNCH GoT Round

To celebrate the launch of the final season of the world’s biggest television show, Game of Thrones, on Foxtel, FOX LEAGUE talent along with Knights NRL players hosted media at McDonald Jones Stadium, Newcastle ahead of the apt to Game of Thrones fixture – Knights vs Dragons.

IT’S GAME DAY – Taking the brand to the fan

Fox Sports sent Daenerys Targaryen’s giant fire-breathing Dragon up to McDonald Jones stadium in Newcastle as the valiant Knights took on the St George Dragons.

Fans got to meet the Dragon face to face, get their picture taken on the iron throne, as well as meet Fox Sports talent before heading in to see if the Knights can slay the Dragons.

Using our player ambassadors to amplify the event on air, and

across digital & social media

Our NRL and AFL players got into the medievil spirit of things by dressing up as GoT characters to cross-promote the final season, as well as adding some additional fun for fans into the weekend round of NRL & AFL fixtures.

Building a brand that emotionally connects with fans 24

hrs a day, 7 days a week, 12 months a year

Always On fan brand engagement marketing

Ambassadors who have meaningful engagement with fans Building events that bring the brand to Footy fans

We work with athletes, like Matlidas star striker, Sam Kerr, who emotionally connect with their fans. Willow is Sam’s biggest fan, so we arranged a surprise meeting as well as a chance for Willow to walk out as a mascot at Sam’s next game.

The AFL Grand Final is the biggest event on the Footy calendar. To make it even bigger, we host the annual ‘Fox Footy Longest Kick’ competition to see which Footy player past or present (plus one lucky Wild Card entry from the public) can kick the ball over the width of the Yarra River. A way to bring the Fox Footy brand to 90,000 fans as they make their way along the Yarra to the MCG.

Confidential | © Foxtel 2018

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