HBO Max was launching in Australia - a saturated market where Aussies were fatigued by the number of streaming services available and the ever increasing drop in quality of content, with 70% of consumers not believing they need another streamer.

We commissioned research that revealed that Australians spend a staggering 42 minutes a day (essentially an entire episode) wading through the average in search of something great to watch.

This insight crystalised our last mover advantage - the chance to show up with real insight, empathy and purpose and a fresh perspective. Our mission is to end ‘filler-frustration’ with a streaming service built around what consumers actually want with a proposition that speaks to the core brand truth - All Killer, No Filler.

After seven weeks in market subscription sign ups exceeded targets, becoming the most successful launch globally outside of the US.