A case study with Foxtel
The existing belief amongst middle Australia was that Foxtel was too expensive and the average consumer could not afford it. To counter this belief and build sales amongst this segment, Foxtel developed a new $25 entertainment package. A launch campaign was developed with the purpose of communicating the new product and driving re-appraisal of the brand.
Evaluate the launch campaign’s effectiveness to re-dress high cost perceptions and communicate an ongoing new high value price, as opposed to a discounted introductory offer. It needed to be highly engaging, clearly communicate the new package, and drive re-appraisal and investigation.
Pyramid style focus groups got to grips with the true comprehension and cut through, as well deliver a an indication of potential for “buzz” advocacy.
Results:
– recorded highest volume calls enquiries in a week post launch of the new campaign.
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