Cannes Lions

TV SERIES

McCANN-ERICKSON BRASIL, Sao Paulo / HBO / 2002

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Overview

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Credits

Overview

Description

Communicate the launch of the most expensive Pay TV series ever produced in order to attract audience rate and new subscriptions for Pay TV operators. Instead of traditional billboards that are already part of the city landscape, these panels with curious elements such as trenches and parachutes ended up producing many comments from the consumers and from the market, raising the campaign’s recall. Besides that, the HBO brand gained a huge media exposure over its main competitor Telecine, which invests much more money in advertising. To assure billboard premium placements in São Paulo reached the desired target, the media team has negotiated with the media owners in order to get these places for a longer time, 2 months instead 14 days. Besides that, we needed to get only premium placements, with special costs, looking for a better efficiency. This was the longest teaser ever made for a Pay TV series launch and it was not restricted to a single billboard point. It was a different visualisation of it every single day, with trenches being removed unfolding the “Band Of Brothers” series name. After this, it was incorporated at the top of the boards, a giant parachutist and his parachute just opened.This is a winner because it was a super teaser that motivated continuous interest and attention throughout 2 months.

Execution

To assure billboard premium placements in São Paulo reached the desired target, the media team has negotiated with the media owners in order to get these places for a longer time, 2 months instead 14 days. Besides that, we needed to get only premium placements, with special costs, looking for a better efficiency.

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