AdStrat: Fox Movies subtitle campaign

11 Jun,2012

Santosh Padhi, CCO & Co-Founder, TapRoot India


1. Name of the Campaign: Fox Movies subtitle campaign


2. The Brief:

English language channels had struck a chord with the audience in non-English speaking markets due to subtitling. Of course, the next sphere of offering was the regional feed. This allowed the English channels to be relevant and come closer to their audience. Thus, this campaign was conceptualized with the brief of making the audience aware that Fox Channel is available inSouth East Asiain regional language.


3. Research insights:

No research was done as there was a simple thing to communicate.


4. The thought process behind the creative:

Since we had to communicate that Fox Channel now offers subtitle-free movies, so the product promise is generic, the challenge was how to say it in a way that Fox Channel is on the top of the mind. We thought whatever we say, it has to be entertaining in the first place, which is why one watches movies, hence a humorous approach. Since it was targeted for the Thai audience, the second challenge was not just humour, but very distinctive humour as they are known for their mad humours. We decided to highlight the problem, the whole idea of the campaign or creative device based on simple behaviour of the person who watches movies with subtitles.


5. Media vehicles chosen: TV, Print and Outdoor


6. Key issues kept in mind while executing the ad:

The ad should be entertaining and fun and humour should be top of the mind.


7. Does the treatment do justice to the brief?

Yes, it’s bang on to the problem being highlighted to make the point.


8. What according to you is the differentiating factor about the ad?

Simplicity and humour.


9. Market and client feedback:

The client loved it. That’s the reason it is on air in Thailand. But it is too early to get a market feed back.


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