The situation

The campaign was to inform about "Ucieknijmy od niej" (eng. "Let's Run Away From Her") - a cutting edge, HBO Poland documentary film, directed by Marcin Koszałka, one of the most talented documentary-makers of the young generation.
The objective was also to strengthen HBO image as a brand presenting innovative, moving and controversial films and to distinguish HBO through meeting individual needs of HBO subscribers and create emotional attachment.

Objectives and target group

Current and potential subscribers.
Documentary films fans.
Opinion leaders.
Journalists

The strategy

HBO on-air.
Female oriented press – “Wysokie Obcasy"

Execution and implementaion

The campaign was to promote HBO Poland as a producer of bold and daring documentary films with the newest “Ucieknijmy od niej”. It is the third documentary made by Marcin Koszałka for HBO Poland; the director’s previous documentaries were highly appreciated by HBO viewers , festivals audiences and journalists. This film was chosen because of its uniqueness and cutting-edge character.

The budget

The consistency is in the way of communication. it is another promotional campaign for HBO Polska Original Productions. It is very straight forward and not afraid of using strong and controversial content.

The measurement

It calls for attention in each medium it uses: strong "quotes" (track-ups) and pictures for video and powerful keyart for print.