Today, people want to consume on demand, live incredible experiences, interact and know that they are listened to. The media increasingly target their content to attract a specific clientele. We find this trend in TV stations that are more and more specialized, magazines, websites, blogs and networking sites.

I think we need to develop unique concepts that encourage customers to participate as much as possible. HBO is a good example with its very intelligent campaign called « Voyeur, » which had extremely impressive results for the agency and the client.

Here is the making of the integrated campaign and two TV commercials for one of the various components of this initiative.