The situation

The main objective of the channel's new promo model was to establish a new, much more casual communication mainly focusing on creating entertaining CONTENT rather than old fashioned, straight messages. The brand's new stylebook (submitted if necessary) set out to create an easily distinguishable brand along HBO, to create a much more direct, emotional tie with the subscriber. The central message of the campaign was that Cinemax loves movies, and we are not afraid to make fun of them, or even ourselves as long as it creates a strong emotional link with the subscriber.

Objectives and target group

As opposed to Cinemax' previous, laid back, "artsy" image that focused on a more mature, film expert target group - the new approach aimed at a much wider and possibly younger audience, putting Cinemax in a position that resembles the latest trends of the "youtube-based" generation, boldly and unapologetically filling a gap that has not been considered by any of its competition.

The strategy

The Cinemax re-brand was apparent on basically all communication platforms (on-air, online, print). Present campaign focuses on the on-air part which was the main driver in the direction all Cinemax communications were taking. Since the model operates with a very distinctive shift in the OVERALL tonality, it can not be represented with a stand-alone promo or graphic piece. As a result the uploaded videos are tiny break examples that fashion the most expressive components of the new model (albeit a bit shorter than real life breaks). The model set out with 6 variations of each graphic element (opens, next-ons, IDs) to avoid repetition/burn-out. The package is to be re-newed twice within the year (ending up with 18 variations of each element) which - together with the over 30 promos produced each month - is certain to keep up the interest in the channel's communication.

Execution and implementaion

The campaign promoted the new position of Cinemax. The marketing keywords for the brand re-position were: cheeky, honest, raw, playful, entertaining, funny, truthful, unexpected (as included in the channel's 40 page stylebook, to be submitted if necessary).

The budget

The channel's main creative objective was to move away from the old voiceovered approaches. Use as little VO as possible, and when used, follow a conversational tone or a unique approach that is easy to distinguish from any other channel. Behind every communication however the implied message must be the "we love movies and we are not afraid to play with them for your satisfaction". Promotion of the brand is superior to the actual titles in basically all communications.

The measurement

HUGE technical restrictions were placed on the creative team resulting from 1 video feed going out to 8 countries (no sound bites/dialogues from the movies, no - or minimal - texting apart from movie titles, no shooting). On top of this: no traditional VO allowed. Despite these obstacles the new Cinemax approach still managed to be fresh, up-to-date, original, unique and wildly entertaining. Diversity and versatility was achieved with surprising consistency in tonality as well as graphic outlook.