HBO Promo, Case study IMAGINE, 2 by BBDO New York

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
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 Use of Integrated Media
Advertiser: HBO
Product/Service: TV NETWORK
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)
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: - Internet - 17 September 2009
Media placement: Online Branded Content (Webfilms) - Internet - 17 September 2009
Media placement: HBO Imagine Collateral - Promotional Events, Street Teams - 17 September 2009
Media placement: Banner Ads - Internet - 17 September 2009
Media placement: Direct Mail - Mail - 17 September 2009
Results and Effectiveness
The multimedia push created much buzz, excitement and satisfied viewings. The 14-foot cube played two distinct films and 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.
Creative Execution
The campaign included many pieces of branded content from many different media channels: television commercials, Web films, expandable video banner ads, direct response pieces, and the Cube, a first-of-its-kind four-sided outdoor film event – all of which directed viewers to an interactive website experience (that housed all aforementioned content and showed the pieces again in a whole new light, creating a new understanding of the story). The beauty of this campaign was that whether people watched a TV spot, the Cube, or experienced the entire web of content, they got our message. Additionally, each piece of content delivered “It’s more than you imagined” twice – on its own, and when revealed as part of the larger narrative.
Insights, Strategy & the Idea
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 nonfans alike, and cemented their position as leaders in creative storytelling, while encouraging people to connect deeper with the brand.Our solution was a multiplatform campaign themed, “It’s more than you imagined.” “It’s more than you imagined” wasn’t just a tag line; it served as a guidepost for everything we did. Each piece of the campaign worked individually, delivering “It’s more than you imagined” in a compelling way, and simultaneously served as a part of a larger narrative, experienced on the Web, becoming more than you imagined again. Each piece of content could be watched on its own or in context, changing your understanding of the story.