Foxtel have combined the greatest words in the Australian language – Summer and Cricket. Foxtel broadcasts every Test match available including, ODI, T20I, BBL match and Women’s International match of the Australian summer. If it’s cricket you want, they’ve got it.
The Objective
Foxtel engaged MediaCast to deliver a Radio Day campaign which aimed to engage audiences with humorous research and a light-hearted story about cricket to boost viewer numbers throughout the summer of cricket in Australia. The goal was also to highlight the wide range of sport channels dedicated to cricket lovers on Foxtel.
The Campaign
Summer has always been known as cricket season in Australia and Foxtel intended to target cricket fanatics, but also sports fans across the country. The messaging was centred around research commissioned by Foxtel, that revealed the priorities of diehard cricket fans during the summer, such as missing wedding events, calling in sick to work, ditching dates, and even skipping exercise and sleep just to watch the cricket. Retaining the comical side of the story was crucial so that outlets had an uplifting angle for their audiences. The campaign was fronted by NSW former cricket player, Brad McNamara who was able to talk about the research findings and provide his insights on the 2021-2022 cricket season.
Outcomes
MediaCast secured 75 items of coverage, reaching an estimated 3 million Australians. The campaign was timely as it was launched in the middle of cricket season, and during the Ashes Test of 2022. Outlets were also pleased to have a light-hearted story with attention grabbing data and Brad McNamara who was able to discuss the happenings of the Ashes as well. Campaign highlights included securing interviews with 2GB, 3AW, 2SM, 2NM, 4LG, and The Luke and Susie Show.
