Jeep + Hungry Jack’s ‘Feel the Moment’ in a new campaign for Foxtel Networks via MCN + Maxus

Multi Channel Network, in conjunction with Foxtel Networks Australia, has today announced a partnership with media agency Maxus for the subscription television network’s 2013/2014 summer campaign, ‘Feel the Moment’. The partnership has seen Hungry Jack’s and Jeep sign-on as major sponsors for the campaign.

WATCH THE SPOT

‘Feel the Moment’, which is being launched today and will run through to mid January 2014, is Foxtel Networks headline summer campaign. The central concept of the campaign focuses on living in the present, being spontaneous and making the most of summer. The campaign features a custom-filmed hero creative that seamlessly integrates the Jeep and Hungry Jack’s brands on-air.

The campaign will be further amplified through the custom online summer event guide. Sponsored by Hungry Jack’s and Jeep and developed in partnership with eventfinder.com.au, the event guide aims to connect Aussie youths with the most exciting events happening this summer, including Channel [V]’s series of Island Parties. The guide will also be promoted on-air and via social media.

Partners will also give viewers the chance to extend their summer and win their own opportunity to ‘Feel The Moment’ at one of three major 2014 international events: Comedy Channel’s New York City Comedy Festival, The Emmys with FOX8 or Glastonbury with Channel [V].

Additionally, the partnership includes sponsorship of key summer programming such as Americas Got Talent, Just for Laughs Australia, Hart of Dixie and Oz Countdown: Top 40, on leading youth channels: FOX8, Comedy, Channel [V] and [V] HITS.

MCN national director – Multiply integration and content partnerships, Elizabeth Minogue, said the ‘Feel the Moment’ partnership allowed advertisers to leverage the strength of Foxtel Networks youth channels across multiple platforms and create an intrinsic connection to consumers during summer.

Says Minogue: “Feel the Moment is all about plugging in to the buzz of summer – and we’re thrilled to be collaborating with Maxus to bring two key brands into the campaign. Both Jeep and Hungry Jack’s are a great fit and are going to add a fantastic dimension to the campaign. By leveraging both the popularity of our on screen programs and deepening the experience online and at physical events, we’re sure that the summer of 2013 is going to be an unforgettable one for both viewers and marketers.”

Says Nick Keenan, managing director Maxus: “Foxtel Networks summer campaign is an iconic opportunity to be a part of – as we saw for Jeep last year. We’re thrilled to be working again with MCN for this summer’s campaign as key media players like Foxtel help us create big outcomes that stand out from the crowd. We look forward to experiencing some exciting results for our clients, who’s brands align perfectly with this year’s theme, Feeling the Moment.”

Foxtel Networks summer campaign in 2012/2013, ‘Live for Summer’, reached over 2.4million people between the ages of 16 and 39 and experienced 15% growth for people aged 16-20. The Foxtel network experienced 7-10%[1] growth overall in December 2012.

Creative – Foxtel

[1] OzTam National STV Homes. Sep-Nov 2012 v Dec-Feb 2013. S-S 0600-2400. Various demos, projections & reach, consolidated