The campaign goal was to fortify HBO against increasing competition by getting super-fans to connect with the brand with the same passion they show for programming. 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 began with an event on 28/06/2007: a life-size projection on the wall of a Manhattan apartment building, creating the illusion that the wall had been cut away. Viewers became voyeurs with a view of the stories inside. The actions of each apartment were choreographed to match up with the other apartments as the drama unfolds. All of this served to provide consumers with a unique perspective into a common story, as they have come to expect from HBO.Over 3,200 people visited the Manhattan event. Brand Health Tracking research revealed that HBO subscribers who were aware of HBO Voyeur were more loyal and more likely to watch HBO. Most impressive is that they rated HBO over 20 percentage points higher (than those unaware) as a high-quality network, one that sets the standards, is cutting-edge and is always doing new things.