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HBO launches new campaign
MUMBAI: HBO South Asia has announced a new campaign to promote HBO’s belief that nothing should come in the way of entertainment.
The HBO premium channels campaign is launched with the aim of making sure that audiences have an uninterrupted ad-free viewing experience. This campaign will highlight the HBO premium channels – HBO Defined and HBO Hits proposition of being 100 per cent ad free. The objective of this campaign is to get people to visit the HBOPremium.com website and subscribe to HBO Premium channels or directly through DTH operator or digital cable operators.
HBO Premium will take a new route in their quirky TVCs with HBO Premium Accessories like HBO Agriculture and HBO Super Clone. To illustrate these TVCs further, HBO Super Clone is a clone that manages everything in life so that one is not interrupted while watching TV. Again, HBO Agriculture is a set of plants that grow foods like popcorn, burgers, etc., so that hunger doesn’t interrupt one from watching TV. The HBO Ultimate Couch is a couch that has just about the whole house built into it – dumbbell holders so that one doesn’t have to get up to workout, a wash basin so that one doesn’t need to get up to go to the restroom, an in-built kitchen and phone charging station and much more.
HBO India MD Monica Tata said that various platforms are being used including television, print, cinema halls and digital, “Both the HBO Premium channels maximise the entertainment experience by airing HBO Original content and blockbuster movies 100% break-free. We have initiated a multimedia campaign developed by DDB Mudra to promote the visibility and popularity of this unique proposition of HBO Defined and HBO Hits across platforms including print, cinema, TV, digital and social media. Our aim is to spoil our viewers with the very best non-stop, high quality programming, thus providing an unparalleled viewing experience.”
“Through this campaign, we want to establish the HBO Premium channels as your most preferred destination for break free entertainment. And to promote this belief and product of ours, we’ve come up with the idea of HBO Premium Accessories – that makes sure that life doesn’t come in the way of your entertainment either. Our creative approach for this campaign drives home this point, in a fun way. Positioned at the young adult segment, the campaign empowers the viewers to reap the benefits of a completely enhanced ad-free viewing experience. Our launch campaign was to create awareness about these two new channels. Now we want to reiterate the point about them being ad free”.
She adds that for now the three HBO channels continue to be distributed by Zee Turner. “How things will pan out is a conversation that is going on. Rgere will be more clarity a few months down the line. We are on the major cable digital and DTH platforms. Our revenue share is 50:50 with the platforms.”
DDB Mudra senior VP Anurag Tandon said, “Content promotion on a channel has a very formulaic approach. The usual strategy is to build intrigue through teaser like edits by using existing footage of the content that needs to be promoted. We wanted to break away from this traditional approach and leverage the USP of uninterrupted original HD quality content in a way that goes beyond just claims and announcements of the product offering. Thus came about our creative proposition of ‘addictive viewing experience’ dramatized through two TV spots showing the consumers going through the experience. We believe it is imperative for a content brand to build the ideology of viewing experience in addition to the promise of fresh content for the consumers to feel compelled to subscribe”.
The TVCs will be run on the HBO premium.com webpage and will include visitor engagement and interaction through gamification of elements from the TVCs.