![]() Our strategy was based on differentiating AXN by moving away from an exclusively new release-based communication, away from a sales activation strategy with the sole objective to drive immediate financial impact. Communications objectives - generate awareness/engagement and activate conversation around AXN, building a community around the brand.ĪXN was using the same old formula to promote their service: launching short term activations to promote the new series releases 4 or 5 times a year.Brand – reinforce AXN’s positioning as ‘the Series Specialist’, increase word-of mouth recommendations. ![]() Marketing - maintaining and grow the AXN Customer base, attracting younger fans.Any campaign had to fulfill multiple objectives: Throughout the years, AXN evolved into a hybrid model: it’s still a pay tv channel, but now includes a Streaming service for its series (much like Netflix).ĪXN needed to let the world know about its evolution, particularly younger viewers. When it was initially launched, AXN (Action Extreme Network) was a traditional pay TV Channel, it presented various series, movies and shows with a precise schedule.
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