In November 2014, the BoxSets channel was launched on Foxtel and promised a huge selection of premium drama available for binge watching. Shows would be available in their entirety on both the linear channel and through Foxtel’s on demand service (Anytime).
At the time of launch I was currently working on a number of Foxtel’s drama channels and so it fell to me to bring this brand to life online. The brief asked for a simple website that could highlight the new offering as well as give information about series availability.
The BoxSets brand was from the beginning tied to the newly revamped on demand service Foxtel Anytime. While this service was already offering a strong movies product, this was Foxtel’s first attempt at offering complete series on demand.
The social media campaign for the BoxSets launch was all about discoverability, highlighting the massive amount of content that was now available through the new channel. Our main target across all social platforms (Facebook & Twitter) was the audience that was turning away from traditional appointment viewing TV. An audience rapidly turning to file sharing.
I therefore focused on promoting the shows that were the most heavily downloaded such as Game of Thrones and The Sopranos, often highlighting the convenience and legality of the service.