NAMING | ADVERTISING | MOTION | DIGITAL
SJI helped HBO go where it’s never gone before, working with them from the ground up on launch materials for the introduction of HBO GO. From name development to on-air, online, print and out-of-home advertising, we produced a wide range of materials to help introduce and promote HBO GO to both consumer and trade audiences.
ON AIR BRAND CAMPAIGN
PRINT CAMPAIGN
To launch the product, a campaign was created using a clean, simple graphic palette to keep the focus on HBO’s immensely popular original programming, and to reinforce a simple, easy user experience.
ON AIR ACQUISITION SPOTS
After the initial launch, additional creative was developed to build the brand and promote specific offers from affiliates. On air spots featuring must-see moments from years of HBO originals were used to make an emotional appeal to consumers, while highlighting one of main benefits of HBO GO: the ability to watch entire series from first episode to last.
ON AIR ACQUISITION SPOTS
In all, over a dozen separate campaigns were created over the course of two years. The launch was a huge success, with over 3 million users downloading HBO GO within the first year. The product is now available through most major service providers and many other platforms.
SJI just ‘gets’ us. They take risks, they listen, and are truly collaborative partners in the process. They’re also known for a mean turnaround time! We love them!
—Bernadette Aulestia SVP, Domestic Network Distribution, HBO
