Anyone calling themselves an 'Aussie' is an ardent sports follower. This campaign uses the extreme but not uncommon behaviour to connect with the viewer, before challenging them with the line 'Take your sport seriously?'. The TVC entitled '1st Steps' continues in the vein of the existing campaign (i.e. 'Take your sport seriously?') by depicting a fan’s obsession for rugby.

The call to action coupled with the intriguing script and the dramatic sports footage were used to drive inbound sales inquiries for subscription to FOX SPORTS via the AUSTAR platform.

To date AUSTAR has experienced a massive 20% increase in telephone sales enquiries (up on the previous months sales enquiries when there was no marketing activity) and exceeded their aggressive 'in-bound sales target', which accounts for all those households that have taken out new subscriptions, by a huge 10% since the TVC launched in February 2003*.

The first quarter of the calendar year is notoriously difficult for the pay TV industry to attract new subscribers as the free-to–air stations begin their struggle for audience ratings with the launch of their winter season of programmes; therefore an increase of over 10% beyond sales target is a remarkable result.* Specific sales figures cannot be used as they are still confidential.