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FOXTEL case study

19 May 2011  |  Share this page:     LinkedIn

Business need
FOXTEL wanted to increase the reach of their direct offers and grow incremental acquisitions; at a fixed cost through a performance based media model.

Solution
Advertising Advantage developed a Performance TV™ strategy that:

  • Would showcase FOXTEL’s outstanding programming content and the benefits of the product and drive an immediate sales response.
  • Would effectively connect with targeted consumer segments and convert considerers to subscribers using a strong value proposition.
  • Was responsive and scalable so it could address any potential sales gaps.
  • Would be billed on a Cost Per Acquisition basis where FOXTEL nominates the fee paid for each sale driven by DRTV.



Results
  • DRTV became a successful direct acquisition channel for FOXTEL and remains a fundamental part of the Direct Marketing mix
  • Performance was closely monitored and ADAD’s analytics and optimisation increased DRTV response volume by up to 95%.
  • With a CPA/Performance TV model, FOXTEL continues to achieve a guaranteed sales outcome for their DRTV expenditure.

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