At ITV, I collaborated with product, user research, CRM and Legal teams on a project to absorb the BritBox streaming TV catalogue into ITVX and close down the BritBox standalone service.
We created a campaign to convert as many BritBox subscribers as possible into ITVX Premium subscribers.
On paper it looked simple: BritBox subscribers would get all of their beloved BritBox catalogue on ITVX Premium – plus additional ITVX Premium-only content, the ability to download content and all of it ad-free. And for the same price they’d been paying for BritBox alone.
But it wasn’t that simple. Firstly, the existing BritBox subscribers were free to cancel rather than subscribe with ITVX Premium. And secondly, we knew from user research that most of the BritBox subscribers did not want to sign up with ITVX. They didn’t like ITV as a brand.
So the strategy was to not give BritBox subscribers reasons to cancel and to make the transition as effortless as possible for them.
I created the strapline “BritBox isn’t changing, it’s just moving home” to emphasise on all communications that these customers would be getting exactly the same service as previously. And calls to action on the email campaign were always simply “Watch BritBox”.
We completely avoided talking up the benefits of ITVX or ITVX Premium.
And it worked brilliantly. ITV retained more than its subscriber target and received only a few hundred calls to Customer Services, of which very few were complaints.
ITVX BritBox migration - sample email
