Credits:
Type Of Entry: Best Integrated Promotional Campaign
Category: Best Integrated Promotional Campaign
Title:
VOYEUR INTEGRATED CAMPAIGN
Advertiser/Client: HBO
Product/Service: HBO VOYEUR
Entrant Company: BBDO NEW YORK
Country: USA
Sales Promotion/Advertising Agency: BBDO NEW YORK
Country: USA
2nd Sales Promotion/Advertising Agency, City: BIG SPACESHIP, New York
Country: USA
Credit Details:
| Name |
Position |
Company |
| Fran McGivern/David Mitchell |
Producers |
RSA |
| Chris Nelson (Web Ancillary Stories) |
|
RSA |
| David Lubars/Bill Bruce |
Chief Creative Officers |
BBDO New York |
| Greg Hahn |
Executive Creative Director |
BBDO New York |
| Mike Smith/David Carter |
Senior Creative Directors |
BBDO New York |
|
|
Production Company |
RSA |
| Jake Scott |
Director |
RSA |
| Jiffy Iuen |
Content Producer |
BBDO New York |
| Rob Rawley/Juliane Sunderland/Jessica Mailloux |
Account Team |
BBDO New York |
| Greg Hahn/Mike Smith/David Carter |
Copywriters |
BBDO New York |
| David Carter |
Art Director |
BBDO New York |
| Brian DiLorenzo |
Executive Producer |
BBDO New York |
Objective:
The campaign goal was to fortify HBO against increasing competition by strengthening the brand's relationship with super-fans. Incredibly engaged in all forms of media, they seek intelligent, cutting-edge entertainment experiences. Super-fans recognize HBO as one of the few brands that respects their intelligence. They don't just watch HBO programs - they're completely involved and engaged before, during and after a show. The creative task was to ignite this same level of passion around the HBO brand itself. Success would be determined by positive shifts in brand perception metrics, improved bonding levels among super-fans and increases in online brand buzz.
Development:
In order to impact perceptions among an already positive audience, it wouldn't be enough to tell super-fans that we are the leaders at cutting-edge, innovative storytelling - we needed to show them. HBO Voyeur took the act of watching, already an integral part of the HBO experience, and intensified it. The viewers became essential players within the story - their gaze the very essence of the concept for HBO Voyeur: sometimes the best stories are the ones we were not meant to see. It encouraged viewers to seek more, become a part of the story and engage with the content.
Relevance:
In order to encourage the participation beyond passive viewing that is so critical to super-fans' experience with the brand, HBO Voyeur was expressed as a multi-media, multi-platform program, each touch-point acting as an invitation to engage with the project as a whole. It began with a life-size projection on the side of an apartment building in downtown Manhattan, creating the illusion that the wall had been cut away and allowing viewers to experience the story by seeing the lives inside. The campaign extended to HBOVoyeur.com, HBO On Demand and HBO Mobile, with each content experience uniquely tailored to its platform.
Outcome/Results:
HBO Voyeur strengthened super-fans' perception of the HBO brand: 74% said Voyeur set the HBO brand apart. 72% claimed it made them think HBO is better than other networks. 60% said it made them more interested in the HBO brand. The campaign led to improved feelings towards programming, even though Voyeur was not linked to any specific shows. (Hall and Partners) Additionally: 3,200+ people visited the Manhattan event. Over 1 million users visited HBOvoyeur.com within the first 3 weeks (Google Analytics). The campaign was mentioned in 500+ blogs, prompting conversations and debate (Nielsen BuzzMetrics).
