Jurassic Park Makeover For Foxtel Brand
Foxtel have launched a new multi-channel brand campaign featuring Jurassic Park star Sam Neill.
The strategy and creative was concepted, developed and produced by the Foxtel Marketing and Fox Creative teams. It will be led by a 30-second hero TV commercial with Sam reprising his Jurassic Park role.
There will also be cinema spots, digital TV and BVOD in order to reach and engage with the target audience to get them to reappraise Foxtel.
There will also be large format digital billboards in key sites around Sydney, Melbourne and Brisbane, with street furniture panels, as well as a transit campaign with bus side panels and tram wraps.
They will also partner with News to include home page takeovers, digital video and premium native articles, as well as press in the main mastheads.
On top of all that, there will be a crack at social media through Facebook, Instagram, Twitter and Snapchat.
Considering what Foxtel hope to achieve with this campaign, the choice of Sam Neill and the Jurassic Park idea is fitting.
“Foxtel was seen as a dinosaur, but we’ve evolved,” says Michael Nearhos, executive director of marketing.
“This campaign faces misperceptions, and plays heavily into nostalgia by putting the old and the new Foxtel side-by-side to show Australians the powerful difference. We wanted to challenge the thinking of entertainment lovers of all ages out there in a bold way. And we want to do it in a human, relatable way, with a touch of wit. You can teach an old dog new tricks.
“We’re thrilled to work with Sam Neill to bring this campaign to life. He’s globally recognised and much loved by Aussie fans. He also seldom does brand work like this.
This all comes on the back of New Zealand actor Neill being announced as star in the upcoming Foxtel Original series The Twelve, currently in production in Sydney.
As a premium streaming aggregation solution for nearly two million homes, Foxtel achieved a 30 per cent rise in on demand viewing last year, as well as shipping more than 100,000 units of the iQ5 streaming set top which boasts a simple plug and play set up, meaning no cable or satellite installation is required.