Going out of the traditional advertising scheme, Showmax created its own communication language. Instead of creating yet another content ad, Showmax created a content that became an ad. Showmax hired international and local stars along with some of the best Polish directors to shoot 3 most awaited Polish movies: “The Red Point” a thriller starring Ewan McGregor, directed by the author of the biggest Polish blockbusters, “The Priest” a new controversial psychodrama from the director famous for exploring the darkest sides of Polish society and “The Backwater” the first Polish gore horror, by the young generation director. The productions were advertised exactly same way the blockbusters are. All three movies had common theme – boredom and its lethal consequences. However, if the main character could have watched Showmax – nothing bad would happened. The stars and directors became ambassadors of the brand teaching Poles how to best beat the boredom.

All three movies had the same advertising scheme just like regular movie production.

First teaser phase - a week lasting campaign announcing new hot productions of the best Polish directors with international and Polish stars.

The campaign of “The Red Point” premiered on 14.02.2017, “The Priest” on 15.03.2017 and “The Backwater” on 20.07.2017. In the reveal phase we informed that the movies can be watched on showmax.com. After two weeks we launched another campaign where the directors and actors recommended the content available at Showmax.com.

Each campaign consisted of 15 entertaining videos plus around 30 benefit videos based on the etudes showing attributes of Showmax.

To quick build of range, the main medium of the campaign was TV. Internet campaign was synchronized with TV broadcasts. To build an additional "earned" reach, we used social media. The campaign used static and digital OOH carriers and cinema to build up the range.

Within three first month of campaign, Showmax got from zero to a hero, reaching 59% of aided awareness (tracking Millward Brown) and traffic on its site bigger than Netflix and HBO Go together (Gemius/PBI data). Moreover, in September 2017 Showmax had 87% of aided awareness and Netflix just 79%. Earned media reach: 30 milion PLN.

The tone of non-advertising publications on the Internet and social media was 98% positive or neutral (Brand 24). The value of AVE in PR and social media in March 2017 amounted to 10 milion PLN and exceeded the assumed targets twice.

Hiring some of the best Polish actors and directors along with international movie star allowed Showmax to make spectacular teaser campaign and generate a huge buzz, not only among regular viewers but Polish movie society as well.