|Title||THE ULTIMATE FOX+ CHALLENGE|
|Brand||FOX NETWORKS GROUP|
|Product / Service||FOX+|
|Category||E03. Innovative Use of Social or Community|
|Entrant||WE ARE SOCIAL Singapore, SINGAPORE|
|Idea Creation||WE ARE SOCIAL Singapore, SINGAPORE|
|Media Placement||WE ARE SOCIAL Singapore, SINGAPORE|
|Production||FRAME BY FRAME Singapore, SINGAPORE|
|Ngai Arh Chun||We Are Social Pte Ltd||Creative Director|
|Jeremy Lim||We Are Social Pte Ltd||Copywriter|
|Erasmus William||We Are Social Pte Ltd||Editor|
|Christina Chong||We Are Social Pte Ltd||Managing Director|
|Corinne Yong||We Are Social Pte Ltd||Account Director|
|Kristie Neo||We Are Social Pte Ltd||Planner|
|Ayeshah Mirzha||We Are Social Pte Ltd||Senior Account Executive|
|Eric Tsai||We Are Social Pte Ltd||Planning Director|
|Vivian Tan Hooi Lian||We Are Social Pte Ltd||Project Manager|
We designed The Ultimate FOX+ Challenge to test the FOX+ app and binge-watching to the limit - through 12 hours of Facebook LIVE streaming, viewer-led engagement and unapologetic product demonstration. Through this social activation, we successfully introduced our service to millions of viewers and made the app an overnight success.
Our answer to creating a high-impact launch for the FOX+ app was The Ultimate FOX+ Challenge. A live product demonstration on social media testing both the FOX+ app and our target audience to the limit. The campaign was spearheaded by a live-stream on Facebook – starring a local influencer binge-watching FOX+ content for 12 straight hours, with a challenge to remain couch-locked while interacting with the app and the viewers. All engagements were viewer-led – five cameras simultaneously broadcasted every angle of the live-stream, along with real-time responses from our production crew. As a result, the campaign was met with frenzied support online, driving product trial at scale.
The Ultimate FOX+ Challenge campaign created a significant impact for FOX+: - 6 Million people reached, with 500K having watched the live stream - 5100 hours of total watch time on The Ultimate FOX+ Challenge videos in 3 days - 130K total engagements on FOX+ Challenge video content - 200% more app downloads in the first month versus internal estimates Most importantly, the livestream improved awareness of FOX+ to 43% among Pay TV users in the first month, with unique usage of the app increasing 5.1% and 18.9% in Singapore and Philippines respectively from the week prior to the campaign.
Our target audience for the FOX+ campaign was Singaporean millennials (25 - 34 years old) who love watching online entertainment on-the-go. They are also selective about what they watch, and curate their entertainment from a variety of sources to get what they want. Research into their behaviour reflected: - 27% of online conversations around online TV in Singapore featured the experiences associated with watching it (i.e. binge-watching, late-night snacking, Netflix and chill). - Nearly 1 out of every 10 millennials in Singapore is an online binge-watcher. We defined this as someone who spends more than 3 hours a day watching online TV. Sources: Crimson Hexagon, Sysomos and Global Web Index between 1 Dec 2016 to 28 Feb 2017. Our approach was to place binge-watching at the centre of our campaign, stretching the entertainment experience beyond its limits.