IMAGINE, 3 by BBDO New York for HBO

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IMAGINE, 3

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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: Best Use of Internet/Online Advertising in a Promotional Campaign
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 programming is deeper, more unexpected than any other network’s. They needed an integrated campaign that reflected their unique brand of storytelling, cemented their position as leaders in creative storytelling, and encouraged fans and non-fans alike to connect deeper with the brand.Our solution was a multiplatform campaign themed “It’s more than you imagined.” Each piece of the campaign delivered the “It’s more than you imagined” message individually, while directing people to the campaign website. There, the pieces of content were shown in relation to one another, revealing all the content as connected parts of a larger story arc.
Describe how the promotion developed from concept to implementation
The content changed dramatically from concept to implementation. Different storylines needing to be connected and we were constantly rewriting stories to work together. Also, the realities of the Internet kicked in, with time and memory space making some solutions unusable and creating the need to rethink along the way. We needed to create new solutions that would allow our player/experience to operate smoothly, efficiently and elegantly.
Describe the success of the promotion with both client and consumer including some quantifiable results
The multi-media push created much buzz and excitement for the brand. 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 non-subscriber 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 campaign included commercials, Web films, video banner ads, direct-response pieces, print, posters, a first-of-its-kind four-sided outdoor film event, and an interactive website experience (that housed all aforementioned content), where the work was revealed to be connected parts of a larger story; in effect, “It’s more than you imagined.” And more than telling people our brand message, the campaign is a living breathing embodiment of the brand message.