General Information:
Strategic approach:
Strategic approach: The context was the premiere of a new HBO local original series Tuff Money – Bani negri (pentru zile albe) on HBO GO, with the usual challenges of:
1. Create awareness and build interest for the new HBO GO original production Tuff Money –> create awareness for the premiere date
2. Strong tie between the show and HBO GO (vs competitors) - differentiate HBO GO as a preferred quality streaming service that keeps pushing boundaries in storytelling
3. Maximize HBO GO D2C subs numbers and maximize activations/usage for B2B
4. Engage the different selected target groups (as per audience analysis) – core segment: P25-45, secondary P18-49, but also smaller segments (with dedicated tailored approach for each)
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