IMAGINE, 1 by BBDO New York for HBO

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IMAGINE, 1

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR
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: Event and Field Marketing
Advertiser: HBO
Product/Service: HBO
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 objective of the promotion.
HBO has a 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 and spoke to fans and non-fans alike.Our solution was a multiplatform campaign themed “It’s more than you imagined.” At the heart of this campaign was The Cube - a first-of-its-kind outdoor film event. The Cube shows four sides of a story simultaneously – each side providing a different perspective of the film’s characters and plot. Only by watching from all sides do viewers see the truth and find out what really happened.
Describe how the promotion developed from concept to implementation
The Cube started as an idea – literally something that has never been done before. We worked tirelessly with production partners to create the medium itself. And we wrote for months, trying to find stories that worked from four sides and that we could pull off in a convincing way. The project also grew as an online experience – connecting the films - creating different plots and scenes, to connect the Cube films. And lastly, it developed into the digital realm – where the cube could be manipulated and experienced in a whole new way.
Describe the success of the promotion with both client and consumer including some quantifiable results
The 14-foot cube 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.
Explain why the method of promotion was most relevant to the product or service
The Cube itself is an embodiment of HBO’s core mission of being creative storytellers, and the “it’s more than you imagined” campaign message. Every perspective of the story shows you something completely new, presenting the story in a totally new light. The Cube films were outdoor spectacles but also served as the beginning of a branded content experience, drawing people in to a world that was “more than they imagined.” In this way, the Cube appealed to fans and non-fans alike and thus was considered a perfect solution.