HBO: HALF OF HBO FOR FREE (Image)

Credits & Description:

Type of entry: Use of Direct Marketing
Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: CLARO TV
Product/Service: HBO PREMIUM PACKAGE
Agency: OGILVY GUATEMALA, GUATEMALA
Title: HALF OF HBO FOR FREE
Entrant Company: OGILVY GUATEMALA, GUATEMALA
DM/Advertising Agency: OGILVY GUATEMALA, GUATEMALA
Chief Creative Officer: Ramiro Eduardo (Ogilvy Guatemala)
Creative Director: Herberth Monterroso (Ogilvy Guatemala)
Copywriter: Ronald Arriola (Ogilvy Guatemala)
Director: Rodrigo Calderon (Magnetico)
Director: Edgar Ramirez (16mm)
Editor: Aaron Gonzalez (16mm)
Account Supervisor: Gustavo Alejios (Ogilvy Guatemala)
Account Assistant: Mariana Morales (Ogilvy Guatemala)
Describe the brief from the client
The objetive of Claro TV's Half the Price for 3 months Campaign was to increase subscriptions to HBO Premium Package from the actual cable clients that didn't have it.
When zapping through HBO Premium channels our clients, non-subscribers of this package, only see a black screen with the message: 'Channel not available'. It is always easier to upgrade a client you already have than to get a new client, so the strategy was to use this space to advertise the package since 100% of our clients pass through these channels several times when zapping.
Creative Execution
Knowing that the only worst thing than not getting the story at all is getting just half of it, and since the promotion was half of HBO Premium for free, instead of the 'Channel not Available' message we activated the HBO Premium channels or all non-subscribers allowing them to see only half of the screen.
This not only allowed us to reach 100% of our target but also gave us the chance to sample our product.
Describe the creative solution to the brief/objective.
The HBO Premium Channels were made available to all Claro TV non-subscribers during the time promotion (1 month) with a black patch covering half of the screen. On this black space a superimposed loop of credits communicated the promotion. First super: 'Half of HBO Premium for free', followed by: 'Get the other half, call 2420 1515'.
Before this campaign the usual way to communicate any promotion to subscribers was through a flyer attached to the monthly invoice generating an average response of only 2%.
Describe the results in as much detail as possible.
This communication activity influenced our subscribers in a way no other had previously. As a result, our subscriptions to HBO Premium Package increased by 47% compared with the same promotion the year before, and from an average of 2% to 8% response.