Foxtel: Brace yourself for Foxtel's most epically successful campaign

In 2014, Foxtel, Australia's leading pay television company, reduced the price of its starter pack in a bid to kick-start growth. This paper outlines the marketing effort, which aped the style of a Hollywood release, to ensure this was a success. It provides evidence of retail advertising that built the brand, even whilst selling the product, and details how a brand can both acquire hordes of new customers and mitigate the risk of existing consumers 'trading down' from higher to lower priced products. Foxtel signed up 82,000 new subscribers compared to a target of 76,000 at a lower cost than previous promotions, experienced less than expected churn, and achieved a profit ROI of AUSD 3.20 for every AUSD 1 spent on acquired customers alone.