Foxtel: The Wentworth Rat

Foxtel, an Australian TV network, supported the launch of a new season of drama show Wentworth through a Messenger chatbot.

Campaign details

Brand: FoxtelLead Agency: Mindshare AustraliaRegion: 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...

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