HBO Latin America was so impressed with our work for Discovery Network and Warner Channel, they asked us to help announce the new season of their hit show, The Sopranos, in key markets in Mexico and South America. While the goal was to increase ratings and generate new subscriptions for HBO, our big challenge was to create a sense of excitement and anticipation about what America’s most dysfunctional mob family will be up to.
We built our campaign around the show’s main character, Tony Soprano. Each execution gives the consumer a little taste of what life according to Tony is all about, with a bit of tongue-in-cheek humor thrown in. The headline in one ad reads, “Murder. Corruption. Bribery. (No, we’re not announcing the evening news”). Our media strategy included outdoor media such as billboards and Chupetes as well as online, newspaper, cable guides and even a bit of guerrilla marketing at special events to achieve optimal market penetration.
HBO’s top tier programs are now some of the most popular premium programming in Venezuela and Colombia. Bada Bing.