You can’t look away.
The objective was to gain new HBO GO users by introducing and raising awareness of a new locally produced TV series. A series that tells the stories of the practices of the secret police in pre-revolution Czechoslovakia. Interestingly the idea also related to what happens today with digital platforms tracking and capturing our data too. ‘What if…’ was a platform that enabled messaging from rational to emotional in a truly integrated manner.
What if… it was the best integrated campaign?
Aside from HBO’s channels, online and social media, we used a mix of ambient media, SMS messaging, outdoor and press inserts, all customized or geo-localized messaging poking a feeling of paranoia. The Sleepers campaign for HBO GO was awarded as the best integrated campaign of the year.