HBO Max was launching in Australia - a saturated market where Aussies were fatigued by the number of streaming services available and the ever increasing drop in quality of content, with 70% of consumers not believing they need another streamer.

We commissioned research that revealed that Australians spend a staggering 42 minutes a day (essentially an entire episode) wading through the average in search of something great to watch.

This insight crystalised our last mover advantage - the chance to show up with real insight, empathy and purpose and a fresh perspective. Our mission is to end ‘filler-frustration’ with a streaming service built around what consumers actually want with a proposition that speaks to the core brand truth - All Killer, No Filler.

The creative platform positions HBO Max as the customer’s champion - leading a new era of streaming where premium content reigns. Tapping into playful meme culture, the campaign cleverly contrasts iconic moments from HBO Max’s hit films and shows, against the filler of other streaming services.

After seven weeks in market subscription sign ups exceeded targets, becoming the most successful launch globally. In May alone, our engagement rate was 4x the Australian average.