HBO DM, Design & Branding, Case study IMAGINE BEAR BOX INVITATION by BBDO New York

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing, Design & Branding, Case study
Market United States
Agency BBDO New York
Art Director Brandon Mugar
Copywriter Adam Reeves
Released September 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: HBO
Date of First Appearance: Sep 17 2009 12:00AM
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officers: David Lubars/Bill Bruce (Bbdo New York)
Executive Creative Directors: Greg Hahn/Mike Smith (Bbdo New York)
Design Director: Craig Duffney (Designworks At Bbdo)
Art Director: Brandon Mugar (Bbdo New York)
Copywriter: Adam Reeves (Bbdo New York)
Designer/Typographer: David Diliberto (Designworks At Bbdo)
Director Of Integrated Production: Brian Dilorenzo (Bbdo New York)
Content Producer: Nicholas Gaul (Bbdo New York)
Director Of Creative Engineering/Production: Jd Michaels (Bbdo New York)
Account Team: Tara Deveaux/Courtney Lord/Markia Mills (Bbdo New York)
Media placement: Direct Mail Invitation - Mail - 17 September 2009
Describe the brief/objective of the direct campaign.
HBO has a long history of programming that is deeper, richer and more unexpected than any other network’s. They needed a direct-response promotional piece that reflected their unique brand of storytelling, spoke to fans and non-fans alike, and cemented their position as leaders in creative storytelling, while encouraging people to connect deeper with the brand.
Explain why the creative execution was relevant to the product or service.
Recipients noticed a loose stitch on the bear and found a special message and invitation stuffed inside. Mimicking the campaign’s branded content, the bear invite was an intriguing and effective way to lure people in, and achieved over a 90% response rate.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We designed a unique limited-edition promotional invitation to inspire intrigue in the Cube event—a first-of-its-kind film installation, which kicked off our campaign. Stuffed teddy bears (resembling teddy bears used to deliver stolen goods in the branded content) were sent to the most important cultural influencers, bloggers, and industry executives, as well as to the most die-hard HBO fans.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The Bear Box invitations created a lot of intrigue and excitement. More than 500 guests attended the opening night party in New York, and thousands of people turned out for all three Cube events. This in turn led to hundreds of thousands of unique visitors on the campaign website, and numerous press mentions, even prompting The New York Times to say HBOimagine “set a new bar for interactive fiction.”