"See what people do when they think no one is Watching.

"

HBO Voyeur
Marketing Communications

The HBO Voyeur Project was a theatrical multimedia experience and marketing campaign launched in the summer of 2007 using Voyeurism as a vehicle

The HBO Voyeur was done by BBDO NEW YORK advertising agency for HBO company in USA. Business sector is Publications & media

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 Apartment Apartment Apartment Apartment Apartment Apartment Apartment

1A, 1B, 2A, 2B, 3A, 3B, 4A, 4B,

"The "The "The "The "The "The "The "The

Tempted" Departure" Discovery" Proposal" Killer Within" Grown-Up Table" Delivery" Temptress"

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

Market Share

Brand Communication Target
‡ Consumer Segment 1.Existing Viewers / Subscribers: "OnDemand" 2.Potential Subscribers ‡ Location Demographic: 1.New York 2.USA

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)

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

Event / Activation

Non-Traditional Marketing
Multimedia Website & Social Media: ‡ Content related to characters were published through scattered online media such as; o Fictional web pages o Photos & Videos (Flickr & Youtube) Forum: ‡ Feedback media for consumers ‡ Word of Mouth ‡ Engagement with the content

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.

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.

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 allowing 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.

Brand Communication Objective
"To communicate what HBO offers - movies with drama, action, thriller, romantic, comedy."
Marketing Communication Attention Brand Objectives

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

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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