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HBO Voyeur

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  • 1. HBO Voyeur Marketing Communications  "See what people do when they think no one is Watching."
  • 2. The HBO Voyeur Project  was a theatrical multimedia experience and marketing campaign launched in the summer of 2007 using Voyeurism as a vehicle
  • 3. The HBO Voyeur was done by BBDO NEW YORK advertising agency for HBO company in USA. Business sector is Publications & media
  • 4. Story
    • There are 5 story locations with their respective addresses:
      • West 41st Street , "The Artist"
      • East 85th Street , "The Housewife"
      • Prince Street , "The Meditator"
      • West 72nd Street , "The Mortician"
      • Broome & Ludlow  with 8 individual stories:
    Apartment 1A , "The Tempted" Apartment 1B , "The Departure" Apartment 2A , "The Discovery" Apartment 2B , "The Proposal" Apartment 3A , "The Killer Within" Apartment 3B , "The Grown-Up Table" Apartment 4A , "The Delivery" Apartment 4B , "The Temptress"
  • 5. HBO Positioning Why? Delivering Award Winning Box Office Movies Award Winning Original Movies & Series For Whom? Adults, 15+ Movie Fans What? Premium Channel (Cable TV) with High Quality Content "Television Will Never be the Same Again" "World Prominent Story Tellers" Competitors Rainbow Media Showtime Networks Starz Entertainment
  • 6. Market Share
  • 7. Brand Communication Target
      • Consumer Segment
        • Existing Viewers / Subscribers: "OnDemand"
        • Potential Subscribers
      • Location Demographic:
        • New York
        • USA
  • 8. Brand Communication Channels
    • Medium :
    • Interactive Story Telling
    • Traditional Media
      • Event / Activation
      • TVC (for viewers outside New York)
    • Non Traditional Media :
      • Multimedia Website
      • Blogs
      • Forum
      • Mobile Content
      • Social Media Content (MySpace, Youtube & Flickr)
  • 9. Traditional Marketing
    • Event / Activation:
      • People in NYC were given invitation see the premier of HBO Voyeur
      • High level of engagement
    •  
    • TV Commercial:
      • To communicate the program at viewers outside NYC
      • Aim to increase Brand Awareness
  • 10. Event / Activation
  • 11. Non-Traditional Marketing
    • Multimedia Website & Social Media:
      • Content related to characters were published through scattered online media such as;
        • Fictional web pages
        • Photos & Videos (Flickr & Youtube)
    •  
    •  
    • Forum:
      • Feedback media for consumers
      • Word of Mouth
      • Engagement with the content
    •  
    •    
  • 12. Brand Communication Objective
    • The campaign goal was to fortify HBO against increasing competition by strengthening the brand's relationship with super-fans. Incredibly engaged in all forms of media, they seek intelligent , cutting-edge entertainment experiences. 
    • Super-fans recognize HBO as one of the few brands that respects their intelligence. They don't just watch HBO programs - they're completely involved and engaged before, during and after a show. The creative task was to ignite this same level of passion around the HBO brand itself. 
    • Success would be determined by positive shifts in brand perception metrics, improved bonding levels among super-fans and increases in online brand buzz.
  • 13. Brand Communication Development
    • In order to impact perceptions among an already positive audience, it wouldn't be enough to tell super-fans that we are the leaders at cutting-edge, innovative storytelling - we needed to show them.
    • HBO Voyeur took the act of watching , already an integral part of the HBO experience , and intensified it . 
    • The viewers became essential players within the story - their gaze the very essence of the concept for HBO Voyeur: sometimes the best stories are the ones we were not meant to see. 
    • It encouraged viewers to seek more, become a part of the story and engage with the content .
  • 14. Brand Communication Relevance
    • In order to encourage the participation beyond passive viewing that is so critical to super-fans' experience with the brand, HBO Voyeur was expressed as a multi-media , multi-platform program , each touch-point acting as an invitation to engage with the project as a whole. 
    • It began with a life-size projection on the side of an apartment building in downtown Manhattan, creating the illusion that the wall had been cut away and a llowing viewers to experience the story by seeing the lives inside. 
    • The campaign extended to HBOVoyeur.com, HBO On Demand and HBO Mobile, with each content experience uniquely tailored to its platform.
  • 15. Brand Communication Objective
    • "To communicate what HBO offers - movies with drama, action, thriller, romantic, comedy."
    Marketing Communication Brand Objectives Attention Awareness Reach TOM for nation-wide TV audience Interest Image Create existing / potential consumer engagement with multi-medium channels Desire Preference Establishing leading premium movie provider  Action Purchase Increase Subscribers
  • 16. Brand Communication Results
    • HBO Voyeur strengthened super-fans' perception of the HBO brand: 
      • 74% said Voyeur set the HBO brand apart. 
      • 72% claimed it made them think HBO is better than other networks. 
      • 60% said it made them more interested in the HBO brand. 
    • The campaign led to improved feelings towards programming, even though Voyeur was not linked to any specific shows. (Hall and Partners) 
      • Additionally: 3,200+ people visited the Manhattan event. 
      • Over 1 million users visited HBOvoyeur.com within the first 3 weeks (Google Analytics). 
      • The campaign was mentioned in 500+ blogs, prompting conversations and debate (Nielsen BuzzMetrics).

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