Cannes Lions

Fans To The Max

WARNER BROS. DISCOVERY LATIN AMERICA, Capital Federal / MAX / 2024

Case Film
Supporting Content
Demo Film
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Background

Max was launched last february 2024 in Latam as the enhanced streaming platform which replaces HBO Max worldwide pursuing the following main goals:

1. Generate a WOW factor with a new local relevant message about a brand arrival and expand our audiences making them feel excited about it.

2. Make our audiences' lives simpler by offering them all the content they love in only one place: Max; the first enhanced platform service with Warner Bros Discovery´s and HBO extensive iconic brands in 39 Latam countries.

3. Communicate Max as an enhanced product with amazing content offering new features.

4. Bring actual Latam HBO Max subscribers to Max maintaining 90% of them and generate new subscribers.

Idea

In short, the way to ear attention from the target audience was simple: making them a part of it. And we did that by calling upon the fans of every one of Max’s huge fanbase, which is comprised of many Tier A franchises. That’s how we came up with the big idea: “To bring everyone in one place”. That led to a massive open casting to make a huge commercial acted by the fans themselves.

Strategy

Without the fans, Max couldn’t exist. And we needed to bring them together in one place. With that key message established, we went after our audience with everything we had. But that target audience was so broad (given the fact that the platform’s content ranged from children’s cartoons to Game Of Thrones), that we needed to come up with an execution as big as the task at hand.

Execution

Our objective was to bring Max to Latam and generate impact and excitement with a local message to captivate new and existing audiences.

We crafted a 360° campaign to land the message consistently across all organic channels and Paid Media, Promotions & Partnerships. PR. Digital & Social Media. Merchandising.

Phases & Timeline:

PHASE 1 jan24-feb 3 WARM UP with key audiences.

PHASE 2 feb4-feb26 PRE LAUNCH/ EDUCATIONAL PHASE (3 weeks before launch).

PHASE 3 feb27- mar25 LAUNCH/ EMOTIONAL PHASE (paid campaign flight 6 weeks).

PHASE 4 mar8-ap21 MAINTENANCE/ FUNCTIONAL PHASE.

Placement

MEXICO. BRAZIL. ARGENTINA. CHILE. COLOMBIA.

Outcome

We aim to migrate 97.5% of users in a month, we achieved to migrated 98.3% overpassing our challenge! And grew by +11% our subscription intent.

+ 56% of Aided Awareness, +14% of unaided Awareness, in Brazil we reached +65% (AA).

Captured 170 articles, +90 social media posts from content creators, together representing almost 172 million impressions – all positive and informative.

Campaign Breakdown: 73% Total Impressions, 15%Engagement Rate, 67% Content Volume, 67% Content Creators.

Oh, and Max ranked as #1 downloaded app at Apple Store.

Similar Campaigns

12 items

Max Presents: The Art of Drag

HBO MAX, New york

Max Presents: The Art of Drag

2024, MAX

(opens in a new tab)