Foxtel: Monty's Wicket Warnings
We created Monty: the world's first predictive AI commentator. When he predicted a big play on the pitch he'd autonomously trigger 'Wicket Warnings' across mobile, outdoor and the Fox Cricket app. Our media idea became part of the product and changed the way Aussies watch cricket.
Challenge
To successfully launch Fox Sports Cricket, we needed a fundamental behaviour change: motivating people to pay for something they’d always enjoyed for free.
Insight
With less than 20 seconds of meaningful moments in 30 hours of cricket – and the rise of second screening – the majority of wicket were being missed. We needed to transform the viewing experience from passive and reactive to lean-in moments.
Idea: Predict the Wickets
Introducing Monty, the world’s first AI ‘predictive commentator’, who can tell you when a wicket’s about to fall and ensure you’re watching when it does. Analysing 83 variables for every ball and applying AutoML alphas, Monty triggered dynamic, real-time ads across display, pre-roll, the Fox Sports app and large format digital outdoor whenever a wicket was likely to fall. He was even on Google’s Assistant.
Results
Monty’s accuracy peaked at 87%, but most importantly, he helped grow net sales; reduce CPA; and increase viewership. In short, Monty delivered cricket like never before.