Foxtel Digital Make It Yours [image] 3

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Make It Yours [image] 3

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Industry TV Channels/Radio Stations and Programmes
Media Digital, Interactive & Mobile
Market Australia
Released March 2016


Facebook Awards 2016
APAC Regional Winners Best Use of Facebook Platforms The Winners

Credits & Description

Category: Entertainment
Media: TV, Print, Online, OOH, Email, Radio, Point of Sale (POS)
Agency: Foxtel
Client: Foxtel
Brand: Foxtel
Company: Foxtel, Sydney
Target: Australia · Asia Pacific
Head of Social and Editorial: David Higgins, Foxtel
Group Account Director : Camilla Stapely , WHYBIN \ TBWA GROUP
Account Director : Cosmo Haskard, WHYBIN \ TBWA GROUP
Features: Boosted Posts, Facebook Pixel, Desktop News Feed, Mobile News Feed, Lookalike Audiences, Custom Audiences, Video Ads
Language: English (UK)
Objectives: Awareness, Preference, Recommendation, App Downloads
Tags: Entertainment, Asia Pacific, English (UK), Boosted Posts, Facebook Pixel, Desktop News Feed, Mobile News Feed, Lookalike Audiences, custom audiences, Video Ads, Awareness, Preference, Recommendation, TV, Print, Online, OOH, Email, Radio, Point Of Sale (POS)  
Campaign Description
This Canvas execution is an element of Foxtel's Make It Yours campaign. A central aim of the campaign is repositioning Foxtel from a linear Subscription TV service to an entertainment experience that can be enjoyed anywhere, anytime -- including streamed on a mobile phone.
Foxtel needed to let customers know they could enjoy great shows like Game of Thrones not only in the lounge-room -- but on their mobile phone, using our Foxtel Go mobile app.
Many customers do not realise they have access to the app.
And we needed to let Australians know Foxtel has a large library of online "streamable shows", including every episode of Game of Thrones.
The Canvas can be found here:
Campaign Goals
Because Facebook is primarily a mobile experience, it was an obvious choice as a crucial channel in this campaign.
We needed to demonstrate Foxtel had every episode of every season of great shows like Game of Thrones -- and they could be streamed anytime on our mobile app
We chose Facebook Canvas, because a) it was a mobile environment and b) we literally needed a “rich canvas” to do justice to the many wonderful highlights of the show’s five seasons. We want to be able to present moments that made people want to immediately watch - or rewatch - Game of Thrones on their mobile app.
A mere carousel would not do.
Facebook Canvas was an immersive and expansive format that allowed us to deliver multi-faceted messages to captivate a highly engaged audience.
Also we wanted to use UGC reactions to highlight the big Game Of Thrones moments -- and so Facebook again was an obvious environment, because it was the original source of so many of those great reactions such as The Red Wedding.
Lastly, Facebook allowed us to precisely target customers who had not been using the Foxtel Go app, via a custom audience - and lookalike audiences - created for the campaign. Of course we were also able to target Game of Thrones fans and fans of similar shows.
The Canvas can be found here:
Campaign Performance
The Game of Thrones Canvas has performed beyond our expectations. It has delighted our customers and prospects, drawing attention to the fact that we have every episode of Game of Thrones available to stream on mobile.
It has also driven a significant jump in streams to our Game of Thrones episodes on the Foxtel Go app. These streams could be attributed back to the Facebook campaign.
Lastly, we have witnessed a significant jump in the number of downloads of our Foxtel Go app.
(Exact numbers are confidential).