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Case Study: HBO Voyeur

Launched in the summer of 2007, HBO Voyeur was a multimedia brand campaign created by advertising agency BBDO. Using the concept of voyeurism, the team created a series of fictional, interconnected characters and stories set within a NY apartment block and these were expanded to create a multiplatform brand experience.

‘It had been a long time since HBO launched a brand campaign, so it was important that the team assembled was able to articulate a refined brand strategy that truly captured the essence of the brand, into high quality, innovative and break-through creative,’ recalls Cindy Matero, director of brand strategy at HBO. ‘HBO Voyeur at its core was a brand initiative and our long-term relationship with BBDO meant they have a deep and firm understanding of the HBO brand and our innovative communication strategies, as well as the nuances of the relationship with our consumer.’

The creative team at BBDO was selected because of its mastery in communicating brand messages in a non-traditional way that leverage all forms of media. According to Matero, the success of HBO Voyeur can be attributed to the close collaboration between BBDO and the brand team at HBO; a partnership that transcended traditional agency/client relationships and resulted in a campaign that was innovative, on strategy and of the highest quality.

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