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.