National Acquisition Marketing – HBO

About the Project

PURPOSE: Drive customer acquisition by communicating the value and benefits of an HBO and Cinemax subscription to non-subscribers in an increasingly competitive and complicated landscape.

KEY INSIGHTS:

  • Content is king in today’s entertainment ecosphere. HBO and Cinemax offer high-quality and exclusive original programming, powerful documentaries, a variety of current movies, plus comedy specials and sports to meet this challenge.
  • Consumers demand the freedom to watch TV on their own terms. With HBO’s On Demand and Now products, subscribers can catch up or “binge” watch their favorites anytime, anywhere.

THE ECLIPSE SOLUTION: Eclipse developed a suite of acquisition and tune-in tactics for HBO to deploy to its affiliates/distributors with an integrated creative approach across both interactive and direct/print platforms, for a total of 39 individual tactics including Free Standing Inserts, Bill Inserts, Postcards, Print Ads, Emails and Web Banners. The strategy focused on showcasing the variety/breadth of programming, the robust multiproduct offering and the many ways to watch. Headlines, body copy and calls-to-action were clear, concise and direct. Creative also included clearly defined customizable areas where affiliate offers and logos could be featured.