HBO GO: It's Not TV. It's HBO GO.

Faced with the rise of new media platforms, channels and delivery mechanisms, cable TV channel HBO needed to convince subscribers it was worth continuing to pay a premium for HBO.

HBO GO: It's Not TV. It's HBO GO.

Agency: BBDO New YorkClient: HBOProduct: HBO GO

Strategy

By 2010 the world around HBO had changed. While HBO remained inextricably linked to a traditional TV viewing experience – tethered to the living room and traditional delivery "box" – people were beginning to consume a staggering amount of content on a plethora of new media platforms, channels and delivery mechanisms, and simply expecting it:

Anytime: Netflix, Hulu and Amazon paving the way for instant, all-access expectations at your fingertips

Anywhere:the tablet and smartphone revolution built on...

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