Creative Execution

We created a multi-device, catch up TV platform that resonated with our end users. Our platform focused on the content our audience wanted to watch, and we enhanced the experience by making it tailored to their personal selection, giving them control, allowing them to create conversation and by increasing array of platforms to access great content

As a result of our consumer first thinking we: - Reached 12 months ad revenue targets in 1 month - Highest performing catch-up TV service in Australia - Over 1 million downloads of the application

Network TEN is a major free to air television stations in Australia that has seen decline in their ad revenue due to a younger demographic moving away from watching their three channels (Ten, 11 and One), to watching content online. We had to reverse the lose of ad revenue by creating an immersive catch-up TV/second screen experience in an extremely competitive space. Through extensive primary and secondary research, we discovered that the target Broadcast TV audience for TEN were loyal to shows, not channels, so we flipped the current business model on its head; setting them up for the digital age. We made it all about the content and delivered a new brand and platform: TENplay.