Nowadays, with so many ad-blockers and skip-ads buttons going around, brands really need to entertain its consumers. And in an entertainment brand, well, that’s a responsibility. Specially if that brand is FOX, a company that has really grown into people with the help of outstanding movies and series.

But what happens when the brand is FOX Premium? Feels the same, right? But it isn’t, and that was our main problem: get people to know about the benefits of a TV On-Demand platform that already existed while they kept watching the FOX basic TV channel.

The FOX Premium tagline goes “That thing you should not miss”, and that was exactly what we did: we created “Who?”, a 9-minute short film based in The Walking Dead, that felt an extension of the series most loved by our Latin American users, where the benefits of the platform were central to the plot.

In other words, a short film they couldn’t miss to tell people how FOX Premium meant access to content whenever they wanted, wherever they wanted in how many screens they wanted, full seasons available in its original language, in HD quality and, sometimes, premiers before than anyone else.

Reading it might be boring, but having all those features pushing forward a story of a hitman who’s hired to kill Norman Reedus, the main star of the show best known as “Daryl”… that’s a complete different thing.

Without knowing who his victim is, Michael, the hitman, uses the FOX Premium app to get to know him better. But after watching the first episode, something starts to change. Michael progressively blends in with the series, particularly with Norman’s character. Finally, he is at a crossroads and has to make a decision: finish his job as a professional or leave Norman alive to enjoy the future seasons of his new favorite series.

The short film was promoted as any other FOX content, with release date, poster and trailer, generating expectation about the possible death of Daryl.

We achieved a total of +21M views in just 3 weeks across the LATAM region, when we only intended to reach 700K, the amount of views that an average chapter of The Walking Dead (the most viewed series in the platform) has.

We also achieved an average completion rate of 67% across the LATAM region, which means that people spent around 6-minutes listening to Fox Premium platform’s features.

After “Who?”, we managed to increase sales by 20% vs the period prior to the campaign. We even achieved an average increase in purchase-preference of 45% vs previous campaigns.

Once “Who?” was available in the app catalogue, we surpassed the record of unique users of the app, that had been previously reached in April 2017. And last but not least, “Who?” became the 6th most viewed content on the app during the month in which it was released.

Today, more than 365 days after the release, “Who?” still remains in the top 10 most viewed contents from the app.