HBO True Blood Campaign (2011)

The Challenge:

Increase number of True Blood fans and drive awareness for HBO. Tenderer content: vampire human coexistence, plot, vampire human love, melodrama, violence, blood, alcohol, FANGtastic.

The Insight:

HBO viewers are premium and sophisticated, very hard to impress.

The Solution:

An integrated campaign using digital, OOH, cinema & radio.

Unconventional OOH projects: artesian fountain in the center of Bucharest, Architecture building, is turned into red and branded, same project replicated in Constanta and Brasov; presence in parks – mini-fountains with drinkable water, branded.

The Results:

True Awesomeness!

22 million impressions and 97.500 clicks

More than 700,000 persons view the fountains

Radio: 116,000 persons reached

Cinema: 178,000 viewers

And…. a lot of Word of mouth, creating big buzz for days around TV series launch. National & international