Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: HBO
Product/Service: IN TREATMENT TV SERIES
Agency: BRAIN
Senior Copywriter: Kamil Nazarewicz (Brain)
Senior Art Director: Katarzyna Macharz (Brain)
Creative Director: Asiya Malinowska (Brain)
Creative Director: Jakub Kamiński (Brain)
Account Director: Anna Tyburcy (Brain)
Broadcast Producer: Aleksandra Adamczewska (Brain)
Strategic Director: Roman Jędrkowiak (Brain)
Director: Bartłomiej Szkop (Independent)
Media placement: Internet - Internet - 17 November 2011
Describe the objective of the promotion.
Bez Tajemnic (No Secrets) is the first series produced by the Polish HBO. It touches on a difficult and rarely touched subject of psychotherapy. Poles are still unwilling to admit that they are in treatment, thinking that it is shameful and rarely successful.
Describe how the promotion developed from concept to implementation.
The choice of characters and their problems was not incidental. We carefully planned all the scenes, connected the characters in our mini-events with characters in the series. The type of problems in the events was comparable with the problems of patients of Dr. Wolski. The viewers of our events were real-life people passing by. Their reactions were spontaneous and natural, sometimes even surprising for us.
Explain why the method of promotion was most relevant to the product or service.
Psychotherapy as a practice is still not popular in Poland. No matter that the years of communism are already behind us, people still tend to think that there is something embarrassing, dark and suspicious in visiting a therapist. We wanted to show 'physically' that the subject of the TV series is right on time. Revealing the truth about the 'In Treatment' heroes makes people want to watch it. Finding out the truth about ourselves - that makes us want to develop our better 'I'. We wouldn't be able to achieve that without the true reaction of the real people.
Describe the success of the promotion with both client and consumer including some quantifiable results.
As a result, we’ve had numbers of positive comments from the viewers offline – while performing and online – after placing the viral films from the events on the Internet.
We’ve managed to 'domesticate' the idea of psychotherapy and got people interested in HBO's 'Bez Tajemnic' series. The series’ launch was described by our client as a great success and season 2 is being shot as we speak.