Client : FOXTEL
Project : Sporting Chants
Product : Subscription Television
The most extensive coverage of an Olympic Games ever seen in Australia with 8 new dedicated channels. Every sport. Every nation’s Gold Medal, LIVE.
My role:
Brief, Campaign & Channel Strategy, Agency Management, Project Management (Internal Stakeholders), Budgets, Analytics
Creative Inspiration :
Controversy ignites conversation
Brand Objective:
Awareness & Consideration
FOXTEL needed to generate early interest and purchase intent for their 8 High Definition Olympic Channels for the 2012 Olympic Games. We needed to find a way to get Aussie's talking and thinking about the Olympics months before they started.
Solution:
In order to get the public talking we needed to stir up a little controversy, there's nothing more controversial in Australia that the national anthem, “Aussie, Aussie, Aussie, Oi, Oi, Oi”. Loved by some, hated by many: it was our chance to ignite the debate and challenge the public to create something better.
Mechanic :
Omni channel approach to earned and owned media
