HBO IMAGINE INTEGRATED CAMPAIGN by BBDO New York for HBO

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HBO IMAGINE INTEGRATED CAMPAIGN

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market United States
Agency BBDO New York
Director Noam Murro
Art Director Brandon Mugar
Copywriter Adam Reeves
Producer Jay Veal @ Biscuit
Editor David Henegar
Released September 2009

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: HBO
Product/Service: ONLINE TELEVISION SERVICE
Agency: BBDO NEW YORK
Date of First Appearance: Sep 17 2009 12:00AM
Entrant Company: BBDO NEW YORK, USA
Entry URL: http://submissions.bbdo.com/2010/hbo-imagine/
Chief Creative Officers: David Lubars/Bill Bruce (Bbdo New York)
Executive Creative Directors: Greg Hahn/Mike Smith (Bbdo New York)
Art Director: Brandon Mugar (Bbdo New York)
Copywriter: Adam Reeves (Bbdo New York)
Director Of Integrated Production: Brian Dilorenzo (Bbdo New York)
Content Producer: Nicholas Gaul (Bbdo New York)
Outdoor Director Of Creative Engineering/Production: Jd Michaels (Bbdo New York)
Production Company: (Biscuit Filmworks)
Director: Noam Murro (Biscuit Filmworks)
Senior Executive Producer: Shawn Lacy (Biscuit Filmworks)
Executive Producer: Colleen O'donnell (Biscuit Filmworks)
Producer: Jay Veal (Biscuit Filmworks)
Digital Agency: (The Barbarian Group)
Editing House: (Butcher Editorial)
Editor: David Henegar (Butcher Editorial)
Visual Effects Company: (Animal Logic)
Music House: (Search Party Music)
Music Supervisors: Stephanie Diaz-Matos/Randall Poster (Search Party Music)
Audio Mix: (POP Sound/Sound Lounge)
Mixers: Mitch Dorf/Cory Melious (POP Sound/Sound Lounge)
Media placement: TV Campaign - Network TV - 17 September 2009
Media placement: Cube Films: The Affair/Art Heist - OOH, HBO On Demand, Online - 17 September 2009
Media placement: Cube Film Installation - New York, Philadelphia, Washington D.C. - 17 September 2009
Media placement: Website: Www.hboimagine.com - Internet - 17 September 2009
Media placement: Online Branded Content (Webfilms) - Internet - 17 September 2009
Media placement: Collateral - Promotional Events, Street Teams - 17 September 2009
Media placement: Banner Ads - Internet - 17 September 2009
Media placement: Direct Mail - 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 an integrated campaign 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.
The Cube, the campaign, and even the direct-response pieces (pulled from the storyline) were innovators and embodied HBO’s DNA of innovative storytelling. Only by redefining marketing and the way people watch stories could we make the compelling case that HBO is a whole new type of viewing experience. So that is what we did.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution was a multiplatform campaign themed “It’s more than you imagined.” Each piece of the campaign worked individually, delivering “It’s more than you imagined” in a compelling way, while simultaneously serving as a part of a larger narrative, experienced on the Web. The campaign included television commercials, Web films, expandable video banner ads, direct-response pieces, a first-of-its-kind four-sided outdoor film event, and an interactive website experience (that housed all aforementioned content). The direct-marketing component was central to attracting the desired thousands to the event and getting traffic to the website.

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 multimedia push created a lot of buzz and excitement. The 14-foot cube appeared in three major cities. Thousands of people turned out for all three Cube events. The events were well attended and drove hundreds of thousands of unique visitors to the campaign website—with 70% of users recommending it to friends. Subscriber and nonsubscriber impressions of HBO as “innovator” rose over 30 percent, and The New York Times said that the Imagine campaign set a new bar in interactive fiction.