HBO Voyeur : Voyeur Integrated Campaign

HBO Voyeur : Voyeur Integrated Campaign


Type Of Entry: Other Film Content
Category: Other Screens
Title: ALL APARTMENTS PROJECTED FILM
Advertiser: HBO
Product/Service: HBO VOYEUR
Entrant Company: BBDO NEW YORK
Country: USA
Advertising Agency: BBDO NEW YORK
Country: USA
Executive Creative Director: Greg Hahn
Creative Director: Mike Smith (Senior Creative Director), David Carter (Senior Creative Director)
Copywriter: Greg Hahn, Mike Smith, David Carter
Art Director: David Carter
Agency Producer: Brian DiLorenzo/Jiffy Iuen, Jean Scofield (Music Producer)
Account Supervisor: Rob Rawley, Juliane Sunderland, Jessica Mailloux
Production Company, City: RSA FILMS, New York
Country: USA
2nd Production Company, City: BIG SPACESHIP, New York
Country: USA
Producer: Jules Daly/Frank McGivern, David Mitchell @ RSA
Director: Jake Scott @ RSA
Sound Design/Arrangement: Clint Mansell
Post Production: RSA
Other Credits: David Lubars/Bill Bruce (Chief Creative Officers)



Synopsis
Made up of a filmed series of interconnected stories occurring within eight apartments in a random urban dwelling, HBO Voyeur illuminated what happens when the lives and actions of the residents wittingly (and unwittingly) intertwine. The program began with an event: a life-size projection on the wall of a Manhattan apartment building creating the illusion that the wall had been cut away, allowing viewers to experience the stories inside. Each apartment was a single-take performance, heightening the effect of "window peeping," that turned viewers into essential players within the story.

Type Of Entry: Other Film Content
Category: Integrated Film
Title: VOYEUR INTEGRATED CAMPAIGN
Advertiser: HBO
Product/Service: HBO VOYEUR
Entrant Company: BBDO NEW YORK
Country: USA
Advertising Agency: BBDO NEW YORK
Country: USA
Executive Creative Director: Greg Hahn
Creative Director: Mike Smith/David Carter (Senior Creative Directors)
Copywriter: Greg Hahn/Mike Smith/David Carter
Art Director: David Carter
Agency Producer: Brian DiLorenzo (Executive Producer), Jiffy Iuen (Content Producer)
Account Supervisor: Rob Rawley/Juliane Sunderland/Jessica Mailloux
Production Company, City: RSA FILMS, New York
Country: USA
2nd Production Company, City: BIG SPACESHIP, New York
Country: USA
Producer: Jules Daly/Fran McGivern/David Mitchell
Director: Jake Scott
Post Production: RSA, Big Spaceship
Other Credits: David Lubars/Bill Bruce (Chief Creative Officers)



Synopsis
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 HBO Voyeur concept: sometimes the best stories are the ones we weren't meant to see. It began with an event: a life-size projection on the wall of a Manhattan apartment building, creating the illusion that the wall of the building had been cut away, allowing viewers to experience the stories inside. Advertising on HBO, online and in cinema led viewers to HBOvoyeur.com and On-Demand film The Watcher.

HBO Voyeur Cannes Lions Promo Grand Prix (2008)

HBO Voyeur Cannes Lions Promo Grand Prix (2008)

Type Of Entry: Best Integrated Promotional Campaign
Category: Best Integrated Promotional Campaign
Title: VOYEUR INTEGRATED CAMPAIGN
Advertiser/Client: HBO
Product/Service: HBO VOYEUR
Entrant Company: BBDO NEW YORK
Country: USA
Sales Promotion/Advertising Agency: BBDO NEW YORK
Country: USA
2nd Sales Promotion/Advertising Agency, City: BIG SPACESHIP, New York
Country: USA

Credit Details:
Fran McGivern/David Mitchell - Producers - RSA
Chris Nelson (Web Ancillary Stories) - RSA
David Lubars/Bill Bruce - Chief Creative Officers
Greg Hahn - Executive Creative Director
Mike Smith/David Carter - Senior Creative Directors
Production Company - RSA
Jake Scott - Director RSA
Jiffy Iuen Content - Producer
Rob Rawley/Juliane Sunderland/Jessica Mailloux - Account Team
Greg Hahn/Mike Smith/David Carter - Copywriters
David Carter - Art Director
Brian DiLorenzo - Executive Producer

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.

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.

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 http://www.hbovoyeur.com/ , HBO On Demand and HBO Mobile, with each content experience uniquely tailored to its platform.

Outcome/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).

HBO voyeur project trailer
This is the trailer for HBO's voyeur project...all about seeing what people do when they think know one is watching.






HBO Voyeur
more on http://amdraci.ro/



HBO Voyeur - Apt 1A-4B
Can a family man who's been married too long with a child resist a sexy neighbor. Watch humanity in play.


HBO voyeur mortician
a snippet from the edit house of the HBO voyeur project


HBO voyeur proposal
A snippet from the HBO Voyeur project sent to me for release on http://www.thestorygetsdeeper.com/




HBO voyeur temptress
A snippet from the HBO Voyeur project that was sent to me for release on www.TheStoryGetsDeeper.com




Outdoor Movie - HBO Voyeur
Lower East Side, NYC. July 8th '07