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Case study - 20th Century Fox

Campaign aims
The main aims of the campaign were to:

1. Create a brand that encompasses all Fox TV products
2. Create a brand to cross promote Fox TV products
3. Increase awareness and sales of each product

Strategy
Working with Greenroom Digital, 20th Century Fox's agency, a new site was created to promote Fox TV's portfolio and was integrated into our portal pages.

The campaign featured a variety of advertising solutions including:
1. Advertising formats including overlays, buttons and pop-ups
2. Competitions with exclusive prizes
3. Trailers on the Broadband channel
4. Editorial coverage
5. Ecommerce presence to drive sales

A joint research study was also commissioned through TNSi to measure the advertising effectiveness.

Results
Using the Angel product as an indicator the research concluded:
1. Brand awareness increased by 43%
2. Purchase consideration increased 180%
3. Claimed ownership of Angel on DVD increased 220%
4. 1 in 8 respondents told someone else about the advertising
fectiveness.