For HBO, it was the outdoor route to create buzz around its two new premium movie channels – HBO Defined and HBO Hits. The challenge for the outdoor team at DDB MudraMax, the agency behind the campaign, was to communicate the message in a cluttered market in order to provide maximum visibility.
HBO Hits and HBO Defined were launched in India with the launch campaign, 100 per cent ad-free, Hollywood meets Bollywood. The foremost purpose of the second phase of the campaign was to make sure that viewers know that the two new channels are 100 per cent ad-free without any disturbance while watching the movie, thus giving viewers a theatre-like movie watching experience. Communicating the new ad-free channels in a different way was the main challenge.
Cracking the creative idea
The movie watching experience on television is disrupted by frequent commercial breaks. The ads don’t just interrupt, but also drown viewer interest. Hence, the idea came from the thought that watching a movie on any other channel is like putting pieces of a jigsaw together. The creative execution showcased this thought by showing different movies on different jigsaw puzzle pieces with the line – ‘Don’t watch movies in pieces, break free movies only on HBO Hits and HBO Defined’.
The DDB MudraMax OOH team chose the media and locations strategically, keeping in mind the objective of the campaign. Only high impact sites at prominent locations with high traffic movement were covered, such as Mahim Causeway, Haji Ali, Juhu circle in Mumbai; and Nehru Place, DLF Cyber City Gurgaon, South Extension in Delhi NCR. The team also executed the ‘Cut innovation’ with the four jigsaw pieces jutting out of the billboard in two sites each in Delhi and Mumbai.
“Our proposition was to communicate a first class seamless movie experience for our viewers through HBO Defined and HBO Hits. The campaign beautifully encapsulated this through the jigsaw approach while still retaining the premium brand image that HBO is known for,” said Shruti Bajpai, Executive Director, HBO India.
Commenting on the campaign, Subhashish Sirkar, Senior VP, DDB MudraMax OOH Delhi said, “HBO Hits and HBO Defined together make a very compelling case for movie-buffs, who now have the choice to enjoy their favourite titles from the comfort of their own homes. Contemporary releases without the irritation of having to sit through commercials is a godsend. This needed to be underscored boldly and to the prime audience. The campaign had barely been out there for 48 hours before people began calling back wondering about the depth and spends of it, always a good sign correlating to visibility.”
Agency Credits: Mainline
Unit Name: DDB Mudra
Chairman & CCO: Sonal Dabral
President: Vandana Das
Business Head: Ashwani Dhingra
Creative Head: Talha Bin Mohsin & Mahesh Parab
Account management: Yashaswi Bhatt, Deepak Misra
Art: Divyesh Kansagara, Aakash Swami
Copy: Eman Bose
Agency Credits: Outdoor
Unit Name: DDB MudraMax OOH Delhi
President: Mandeep Malhotra
Senior Vice President: Subhashish Sarkar
Business Head: Manpreet Kaur
Account Management: Purnima Moni