August 2009 Creative Benchmarking - Foxtel
(1m, PowerPoint (.ppt) format)
August 2009 Study
Newspapers helped make TV activity for Pay TV work harder.
Running in July 2009, Foxtel’s double page spread for its 12 month plan provided us with an opportunity to test it as part of our August creative benchmarking study.
The ad demonstrates how the full use of a brand character can build familiarity and distinctiveness. Foxtel’s use of its ‘delivery man’ and key imagery from its TV commercial created very strong brand linkage as a result.
Consumers saw the ad as not only strongly linking to the television campaign, but helped them to rethink Foxtel's proposition with its strong offer and simple message.
Download the Powerpoint presentation of Foxtel’s results below.
Learn more about Role Map, one of The Newspaper Works’ proprietary effectiveness measures.
Find out more about the strategic roles of Extension and
(Re)Appraisal.
