Decides not to decide

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Fox Corporation is the legal successor to 21st Century Fox, which is primarily engaged in the television, news and sports industries.

Challenge What do you do to be relevant to that choice-weary audience? Simplify their lives and make them enjoy quality content without the hassle.

It is estimated that a person drinks about 35,000 decisions per day (The Telegraph , 2016). When we are oversaturated with decision making, we get blocked.

It is the well-known 'brain freeze', that increases with the overwhelming excess of content. An example: we dedicate 45 hours a year deciding what to watch on streaming services.

What do you do to be relevant to that choice-weary audience? Simplify your life and make you enjoy quality content without the hassle.

That's what we did at NATEEVO with the campaign 'Decides not to decidefor the FOX television channel.

Project We created a revolutionary and ridiculously intuitive product: The MyFox.

A controller with only one button: Fox. The only button that, when you turn it on, disconnects you.

An innovation presented at a physical event at Cines Capitol in Madrid with Pantomima Full, the ideal ambassadors for a round campaign.

In addition, we made a FOX logo rebranding that we applied to its communication during the campaign and that has subsequently continued to be maintained as a hallmark of the OnAir channel.

TV spots, promos, outdoor signage, digital billboards and a press and influencers premiere in style.