Foxtel IPTV Tone & Manner

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Foxtel IPTV Tone & Manner

  1. 2. FOXTEL DOWNLOAD <ul><li>Launched September 2009 </li></ul><ul><li>No additional cost </li></ul><ul><li>Access to subscription channel content </li></ul>
  2. 3. Role of Advertising <ul><li>Increase consumer awareness </li></ul><ul><li>Demonstrate beneficial product attributes </li></ul><ul><li>Position Foxtel as a “standard” product </li></ul>
  3. 4. Competitors <ul><li>2010 launch of IPTV Fetch TV & Bigpond TV </li></ul><ul><li>Free TV video on demand </li></ul><ul><li>Peercasting </li></ul>
  4. 5. Target Audience <ul><li>25 to 40 year old males </li></ul><ul><li>Conventional Family Life </li></ul><ul><li>Budget conscious </li></ul><ul><li>Family responsibilities a priority </li></ul><ul><li>Little to no structured spare time </li></ul>
  5. 6. “ PETER” <ul><li>Early 30s </li></ul><ul><li>Married, 2 young kids </li></ul><ul><li>Works in CBD, catches train </li></ul><ul><li>House in the suburbs </li></ul><ul><li>Often works late </li></ul><ul><li>Spends weekends on family responsibilities </li></ul><ul><li>Sports mad </li></ul>
  6. 7. Consumer Insight <ul><li>Likes to watch sport </li></ul><ul><li>Never has time to just sit down and watch TV </li></ul><ul><li>Foxtel is a luxury </li></ul><ul><li>Value for all the family in entertainment spend </li></ul><ul><li>Control and convenience is important </li></ul>
  7. 8. USP <ul><li>Foxtel Download </li></ul><ul><li>Sport and Entertainment </li></ul><ul><li>Wherever YOU Are </li></ul>
  8. 9. Concept 1 <ul><li>TVC, Print & Outdoor Advertisement </li></ul><ul><li>Foxtel is something “everyone” has </li></ul><ul><li>Foxtel Download product benefits </li></ul><ul><li>Unexpected downtime during the day </li></ul><ul><li>Control and convenience, wherever you are </li></ul>
  9. 10. Mood Board <ul><li>Humorous representation of frustrating scenario </li></ul><ul><li>Corporate dress </li></ul><ul><li>Simple, straightforward language </li></ul><ul><li>Product is the hero </li></ul>
  10. 11. Concept 2 <ul><li>TVC, Print & Outdoor Advertisement </li></ul><ul><li>Foxtel Download lifestyle benefits </li></ul><ul><li>Helps you make the most of all your time </li></ul><ul><li>Lets you keep up to date </li></ul><ul><li>Access anywhere </li></ul>
  11. 12. Mood Board <ul><li>Outdoor setting, sports oval </li></ul><ul><li>Happy, family atmosphere </li></ul><ul><li>Kids in soccer kit, adults dressed casually </li></ul><ul><li>Simple, straightforward language </li></ul><ul><li>Hero is the father, balancing family responsibility with TV viewing </li></ul>

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