In a world where Netflix was the new darling child of content and HBO's familiar category was being encroached on by bountiful, often free, and easy to access entertainment, people were becoming increasingly untethered from the traditional ‘HBO way’ of watching TV.

The success of HBO GO - a new streaming service unlocking HBO’s entertainment vault for existing HBO subscribers on computers, tablets and other mobile devices - would be crucial in maintaining a passionate and loyal subscriber base and the premium price they were willing to pay for HBO’s service.

Unlike traditional categories where market share and acquisition are beacons of success, our main objective was to specifically “Keep subscribers loyal to HBO overall by leveraging HBO GO”.And so with a potent mix of storylines and a firm competitive point of view supported by a product tutorial and interactive demonstration, we reminded people that ‘what’s inside’ matters more than how much you can get. Specifically, that:-- “The Story You Could Be Watching…” is much better quality than the ‘filler’ you’re likely watching now; no longer do you have to watch another sports team triumphing over adversity, another deathbed hospital scene…-- And that “The Story You Could Be Watching” can now be watched anywhere, saving you from the story you’re in; no longer should you have to endure yet another polite elevator chat, another meaningless waiting room conversation...The campaign proved to be the crucial lynchpin in elevating HBO’s value proposition; driving awareness, registration and usage of HBO GO which directly led to increased satisfaction and loyalty to HBO overall among existing HBO subscribers:1.Of those who registered HBO GO, 85% watched more HBO as a result, with 76% saying HBO GO makes them feel much more positive about their HBO subscription overall .

2.HBO GO registrants consider HBO better value for money than HBO subscribers without HBO GO .3.Loyalty proved stronger amongst those who signed up for HBO GO with 92% stating they’re extremely or very likely to continue subscribing vs. those who did not register for it (who were 85% extremely or very likely to continue) .Ultimately proving that with HBO GO you no longer have to settle. And the story you’re in or watching is always better with us.