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 began with an event: a life-size projection on the wall of a Manhattan apartment building, creating the illusion that the side wall had been cut away.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 weren’t meant to see. It encouraged viewers to seek more, become part of the story and engage with the content.

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).