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