Convince FOXTEL subscribers to pay-per-view of the Vancouver 2010 Olympic Winter Games.
Australian audiences are generally quite ambivalent towards Winter Sports, so we had to convince them to not only watch the Winter Olympics, but pay extra for the coverage.
We challenged people to ‘Just You Watch’, which built anticipation of how competitive our Olympians would be in Vancouver and also promoted the depth and breadth of the on-air offering.
It ran across 16 media channels and ‘Just You Watch’ was adopted beyond advertising and across the Games on-air programming.
Vancouver 2010 became the most comprehensive broadcast event in Australian TV history. Subscriptions exceeded expectations with more people enjoying a pay-per-view sporting event than ever before. One element, a DM/eDM campaign delivered an ROI of over 400% and won a Silver Effectiveness award at ADMA (Australian Direct Marketing Awards).