HBO: Voyeur Installation

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Released:	June 2008
Avertiser:	HBO
Agency:	BBDO NEW YORK
Country:	USA
Category:	Publications & media
Awards:	Cannes Lions 2008 Promo Grand Prix Cannes Lions 2008 Outdoor Grand Prix London International Awards 2008 Design Gold London International Awards 2008 Non-Traditional Media Gold
Tags:	Cannes 2008 50+ YEARS OF CANNES LIONS GRANDS PRIX Creative outdoor Creative review Ads on buildings Award show winner

Credits:

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).