HBO IMAGINE COLLATERAL by BBDO New York for HBO

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HBO IMAGINE COLLATERAL

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

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: HBO
Product/Service: ONLINE TELEVISION SERVICE
Agency: DESIGNWORKS AT BBDO
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: Logo - Collateral Materials - 17 September 2009
Media placement: Pop-Up Flyers - Street Teams - 17 September 2009
Media placement: Direct Mail Invitation - Mail - 17 September 2009
Media placement: Promotional Handouts - Street Teams - 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 multimedia integrated campaign (including direct-response promotional collateral) that reflected their unique brand of storytelling, spoke to fans and non-fans alike, and cemented their position as leader in creative storytelling, while encouraging people to connect more deeply 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 and Imagine collateral were intriguing and effective ways 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 created a multimedia campaign themed “It’s more than you imagined.” The campaign launched with “the Cube,” a first-of-its-kind outdoor film event that delivered a unique story through multiple perspectives. We designed and produced the campaign identity, and graphic language for the campaign, including pop-up Cube collateral, mini-bear handouts, light-up cubes placed at nearby bars, and an exclusive Bear Box invitation to the live event (resembling teddy bears used to deliver stolen goods in the branded content).

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 HBO Imagine collateral created a lot of intrigue, excitement, and online chatter. More than 300 guests attended the opening night party in New York, and thousands of people turned out for all three Cube events.