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.

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).

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.

Participation beyond passive viewing is critical to HBO super-fans. HBO Voyeur was designed to engage fans at multiple touchpoints.Two weeks before launch, clues and teasers were posted on YouTube and file sharing networks to create buzz and intrigue. Street teams armed with iPods and PSPs gave New Yorkers a sneak peek of the stories on their handheld devices and distributed Go-Cards and Playbills promoting the screenings.HBO Voyeur kicked off on 6/28/07 with a life-size projection on the side of an apartment building in downtown Manhattan, seemingly giving attendees an unobstructed view of the people and stories inside.