The Challenge

FOXTEL HD+

FOXTEL has always stood apart from the free-to-air channels, but when Channel 7 and 10 launched their High Definition channels in late 2007, there was a danger that FOXTEL’s subscribers could defect to alternative set-top boxes—rather than wait for FOXTEL HD +.

And because we couldn’t release any specific details about FOXTEL’s HD product, it meant we had to launch a product without being able to mention the offering.

Our Solution

HD: the misunderstood technology

We started by studying research into HD and found a critical insight: even though sales of HD TVs more than doubled in 2007, very few buyers understood exactly what ‘HD ’ was or what HD content they could view on an HD TV.

It was an opportunity for FOXTEL to educate Australian viewers about HD television—until it was possible to release more details about Foxtel HD+.

We split the messaging into three stages.

1. FOXTEL makes HD simple. For the first stage, we educated people about High Definition in a way that was easy to understand. We used search, email, a blog and the soft-launch of the Foxtel HD + website to demystify the confusing messages in the market.

2. Be the first to experience FOXTEL HD+. Next, we created excitement around HD + by releasing more information to people who’d registered on the website.

3. FOXTEL HD+ is the ultimate TV experience. Finally, FOXTEL HD + was officially launched. The site was simple to navigate, with a video tutorial and a groundbreaking question-and-answer facility with a ‘live’ presenter on-screen.

We presented packages and technical complexities in a relaxed and down to earth manner, and used search marketing, public relations and word-of-mouth to drive non-FOXTEL subscribers to the site.

Existing FOXTEL subscribers and registered website users were targeted with email, web advertising, on-air Foxtel promos, and print ads in the Foxtel magazine. And when FOXTEL’s HD + product went on sale, the campaign went through the line and integrated seamlessly through retail, press and TV.

Results

Interest to conversion

  • The six-month audience target was passed in under seven weeks
  • The initial site had over 70,000 registrations
  • The conversion from site visitor to registration was 37% in the first two phases of the campaign
  • Conversion from registered user to sale was over 10% in the first week alone.