HBO Print REPEATS by DDB Mudra Group Mumbai

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Industry TV Channels/Radio Stations and Programmes
Media Print, Magazine & Newspaper
Market India
Agency DDB Mudra Group Mumbai
Creative Director Radhika Kapur, Raylin Valles
Art Director Sayan Sengupta
Producer Vikram Misra
Released September 2011

Credits & Description

Category: Best Use of Broadcast in a Promotional Campaign
Advertiser: HBO
Art Director: Raylin Valles (DDB Mudra)
Creative Director: Raylin Valles (DDB Mudra)
Copywriter: Radhika Kapur (DDB Mudra)
Creative Director: Radhika Kapur (DDB Mudra)
Art Director: Sayan Sengupta (DDB Mudra)
Chief Creative Director: Sonal Dabral (DDB Mudra)
Sound Producer: Manohar Nayak (Lingo India)
Producer: Vikram Misra (Big Films)
Media placement: Tv Innovation - HBO - 21st August, 2011

Describe the objective of the promotion.
Many dedicated movie channels have come up this past year. This has resulted in intense competition between them. HBO needed to sustain and increase viewership.

Describe how the promotion developed from concept to implementation.
To attract more viewers, channels promote their biggest movies, which play during prime time. HBO did the same. And a little more. The truth is that people love to watch their favourite movies over and again. So, as the end credits of movies rolled, people heard the protagonist being asked to repeat everything he just did in the film. Viewers soon realise that he is being asked to do so because the film is going to be re-telecast.

Explain why the method of promotion was most relevant to the product or service.
To promote the repeat telecasts of iconic films, we used the end credits of the film itself. In this way, we spoke straight to people who love the film and would actually want to watch it again.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Viewership went up by 27% during the repeat telecasts.