Campaign details

Brand: Foxtel
Lead Agency: Mindshare Australia
Region: APAC

Strategy

Objective

Wentworth is an Australian TV series set in a female prison.

Our brief was to make Wentworth the No. 1 drama every week on the Foxtel TV network.

This was more than a new season premiere. We were facing a fundamental shift in the way people watch TV. Weekly live audiences were in free-fall as on-demand growth soared.

The binge was beating prime time and if we wanted to make Wentworth No. 1 we needed to create an entirely new reason to watch live.

Target Audience

Turns out TV and prison have one thing in common: no one likes solitary.

For the suburban women 35-55 who make up Wentworth's heartland, each episode is best enjoyed with a group.

A clear pattern emerged mapping social tagging with viewing data. If just one or two fans waited to binge it stifled the excitement of the entire group as they waited for them to catch up.