HBO Premium unveils campaign for uninterrupted viewing

24 Jun,2014

By A Correspondent


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 ensuring that audiences have an uninterrupted ad-free viewing experience. The objective of the campaign is to get people to visit website and subscribe to HBO Premium channels or directly through DTH or digital cable operators.


Announcing the launch of the new multi-media campaign, Monica Tata, Managing Director, South Asia for HBO India Pvt Ltd said, “Both the HBO Premium channels maximize the entertainment experience by airing HBO Original content and blockbuster movies 100 per cent 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.”


Speaking about the creative strategy behind the campaign, Anurag Tandon, Senior Vice President, DDB Mudra, 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 webpage and will include visitor engagement and interaction through gamification of elements from the TVCs.


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