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CAMPAIGN
The Most Epic Price in Foxtel's History
AGENCY
Clemenger BBDO
CLIENT
Foxtel
BRAND
Foxtel
DETAILS
In 2014, Foxtel made a bold decision to reduce the price of their starter pack, from (AUD)$49 to (AUD)$25 in a bid to kick-start growth. 
 
This case study outlines the marketing and advertising effort that helped ensure that this was a massive success, outperforming every objective that was set. 
 
It shows best-in-class retail advertising that builds the brand, even whilst selling the product. It shows how we mitigated the risk of existing customers ‘spinning down’ to the new price, even whilst acquiring hordes of new ones. And it shows how ‘marketing by numbers’ shouldn’t be a pejorative term. Every step of the way, the campaign was impeccably planned and impeccably implemented based on robust data. Better still, the results are impeccably proven, isolating and demonstrating the effects of marketing and communications in achieving the results.
CAMPAIGN
Welcome to Airbnb
AGENCY
TBWA Group Singapore
CLIENT
Airbnb Asia Pacific
BRAND
Airbnb
Partners
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