HBO Voyeur Marketing Communications  "See what people do when they think no one is Watching."
The HBO Voyeur Project  was a theatrical multimedia experience and marketing campaign launched in the summer of 2007 using...
The HBO Voyeur was done by BBDO NEW YORK advertising agency for HBO company in USA. Business sector is Publications & media
Story <ul><li>There are 5 story locations with their respective addresses: </li></ul><ul><ul><li>West 41st Street , &quot;...
HBO Positioning Why? Delivering Award Winning Box Office Movies Award Winning Original Movies & Series For Whom? Adults, 1...
Market Share
Brand Communication Target <ul><ul><li>Consumer Segment </li></ul></ul><ul><ul><ul><li>Existing Viewers / Subscribers: &qu...
Brand Communication Channels <ul><li>Medium : </li></ul><ul><li>Interactive Story Telling </li></ul><ul><li>Traditional Me...
Traditional Marketing <ul><li>Event / Activation: </li></ul><ul><ul><li>People in NYC were given invitation see the premie...
Event / Activation
Non-Traditional Marketing <ul><li>Multimedia Website & Social Media: </li></ul><ul><ul><li>Content related to characters w...
Brand Communication Objective <ul><li>The campaign goal was to fortify HBO against increasing competition by  strengthenin...
Brand Communication Development <ul><li>In order to impact perceptions among an already positive audience, it wouldn't be ...
Brand Communication Relevance <ul><li>In order to encourage the participation beyond passive viewing that is so critical t...
Brand Communication Objective <ul><li>&quot;To communicate what HBO offers - movies with drama, action, thriller, romantic...
Brand Communication Results <ul><li>HBO Voyeur strengthened super-fans' perception of the HBO brand:  </li></ul><ul><ul><l...
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HBO Voyeur

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HBO Voyeur

  1. 1. HBO Voyeur Marketing Communications  &quot;See what people do when they think no one is Watching.&quot;
  2. 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. 3. The HBO Voyeur was done by BBDO NEW YORK advertising agency for HBO company in USA. Business sector is Publications & media
  4. 4. Story <ul><li>There are 5 story locations with their respective addresses: </li></ul><ul><ul><li>West 41st Street , &quot;The Artist&quot; </li></ul></ul><ul><ul><li>East 85th Street , &quot;The Housewife&quot; </li></ul></ul><ul><ul><li>Prince Street , &quot;The Meditator&quot; </li></ul></ul><ul><ul><li>West 72nd Street , &quot;The Mortician&quot; </li></ul></ul><ul><ul><li>Broome & Ludlow  with 8 individual stories: </li></ul></ul>Apartment 1A , &quot;The Tempted&quot; Apartment 1B , &quot;The Departure&quot; Apartment 2A , &quot;The Discovery&quot; Apartment 2B , &quot;The Proposal&quot; Apartment 3A , &quot;The Killer Within&quot; Apartment 3B , &quot;The Grown-Up Table&quot; Apartment 4A , &quot;The Delivery&quot; Apartment 4B , &quot;The Temptress&quot;
  5. 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 &quot;Television Will Never be the Same Again&quot; &quot;World Prominent Story Tellers&quot; Competitors Rainbow Media Showtime Networks Starz Entertainment
  6. 6. Market Share
  7. 7. Brand Communication Target <ul><ul><li>Consumer Segment </li></ul></ul><ul><ul><ul><li>Existing Viewers / Subscribers: &quot;OnDemand&quot; </li></ul></ul></ul><ul><ul><ul><li>Potential Subscribers </li></ul></ul></ul><ul><ul><li>Location Demographic: </li></ul></ul><ul><ul><ul><li>New York </li></ul></ul></ul><ul><ul><ul><li>USA </li></ul></ul></ul>
  8. 8. Brand Communication Channels <ul><li>Medium : </li></ul><ul><li>Interactive Story Telling </li></ul><ul><li>Traditional Media </li></ul><ul><ul><li>Event / Activation </li></ul></ul><ul><ul><li>TVC (for viewers outside New York) </li></ul></ul><ul><li>Non Traditional Media : </li></ul><ul><ul><li>Multimedia Website </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Forum </li></ul></ul><ul><ul><li>Mobile Content </li></ul></ul><ul><ul><li>Social Media Content (MySpace, Youtube & Flickr) </li></ul></ul>
  9. 9. Traditional Marketing <ul><li>Event / Activation: </li></ul><ul><ul><li>People in NYC were given invitation see the premier of HBO Voyeur </li></ul></ul><ul><ul><li>High level of engagement </li></ul></ul><ul><li>  </li></ul><ul><li>TV Commercial: </li></ul><ul><ul><li>To communicate the program at viewers outside NYC </li></ul></ul><ul><ul><li>Aim to increase Brand Awareness </li></ul></ul>
  10. 10. Event / Activation
  11. 11. Non-Traditional Marketing <ul><li>Multimedia Website & Social Media: </li></ul><ul><ul><li>Content related to characters were published through scattered online media such as; </li></ul></ul><ul><ul><ul><li>Fictional web pages </li></ul></ul></ul><ul><ul><ul><li>Photos & Videos (Flickr & Youtube) </li></ul></ul></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>Forum: </li></ul><ul><ul><li>Feedback media for consumers </li></ul></ul><ul><ul><li>Word of Mouth </li></ul></ul><ul><ul><li>Engagement with the content </li></ul></ul><ul><li>  </li></ul><ul><li>    </li></ul>
  12. 12. Brand Communication Objective <ul><li>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.  </li></ul><ul><li>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.  </li></ul><ul><li>Success would be determined by positive shifts in brand perception metrics, improved bonding levels among super-fans and increases in online brand buzz. </li></ul>
  13. 13. Brand Communication Development <ul><li>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. </li></ul><ul><li>HBO Voyeur took the act of watching , already an integral part of the HBO experience , and intensified it .  </li></ul><ul><li>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.  </li></ul><ul><li>It encouraged viewers to seek more, become a part of the story and engage with the content . </li></ul>
  14. 14. Brand Communication Relevance <ul><li>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.  </li></ul><ul><li>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.  </li></ul><ul><li>The campaign extended to HBOVoyeur.com, HBO On Demand and HBO Mobile, with each content experience uniquely tailored to its platform. </li></ul>
  15. 15. Brand Communication Objective <ul><li>&quot;To communicate what HBO offers - movies with drama, action, thriller, romantic, comedy.&quot; </li></ul>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. 16. Brand Communication Results <ul><li>HBO Voyeur strengthened super-fans' perception of the HBO brand:  </li></ul><ul><ul><li>74% said Voyeur set the HBO brand apart.  </li></ul></ul><ul><ul><li>72% claimed it made them think HBO is better than other networks.  </li></ul></ul><ul><ul><li>60% said it made them more interested in the HBO brand.  </li></ul></ul><ul><li>The campaign led to improved feelings towards programming, even though Voyeur was not linked to any specific shows. (Hall and Partners)  </li></ul><ul><ul><li>Additionally: 3,200+ people visited the Manhattan event.  </li></ul></ul><ul><ul><li>Over 1 million users visited HBOvoyeur.com within the first 3 weeks (Google Analytics).  </li></ul></ul><ul><ul><li>The campaign was mentioned in 500+ blogs, prompting conversations and debate (Nielsen BuzzMetrics). </li></ul></ul>

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