Max, an enhanced streaming service, will be launched by Warner Bros. Discovery (WBD) in collaboration with Once Upon a Time, an entertainment creative advertising and marketing specialist, and BigSmall, a brand consultancy and creative agency. Warner Bros.’ Max is a streaming service that combines HBO, Eurosport, and Discovery. Along with OOH, audio, digital, and social media, the campaign will also include film and television.
The agency will collaborate with entertainment company Once Upon a Time to prepare for the streamer’s launch in 22 markets on May 21st. Max combines all of the action from Eurosport’s subscription service, HBO Max’s programming, and Discovery’s real-life entertainment to create a comprehensive viewing experience for the entire family in one location. Max does not have a country-specific release schedule; it has been available for streaming in the US for a year. Initially, it will be available in the Nordics, Iberia, and Central and Eastern Europe. Poland, the Netherlands, France, and Belgium will follow. At this time, the UK is not scheduled.
Numerous Warner Bros. movies, including Barbie and Wonka, and classics like Paddington and the Harry Potter books, will be available for streaming on Max. In addition, there will be Grand Slam tennis competitions, cycling, HBO Originals like The White Lotus and The Last of Us, and news networks like CNN and Euronews. There will be three distinct plans to choose from: basic with advertisements, standard, and premium, with an additional sports add-on option. BigSmall, which most recently won the global money transfer fintech Wise competition, has previously collaborated with clients in the entertainment industry such as 2K Games, Amazon Music, and BBC America.
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Elana Loewenthal, VP Brand and Content Marketing, said.
“For this launch we wanted to deliver quality at scale, whilst unlocking the evocative power of our content. With Once Upon a Time providing a wide range of agency skills, everything from brand strategy to creative to production to localisation, and BigSmall creating our anthem TV and cinema campaign, we have the perfect partners to launch Max across Europe.”
Tom Stroud, Managing Director – Creative Advertising, Once Upon a Time Marketing added,
“Launching Europe’s newest streaming service, Max, for Warner Bros Discovery, across 20+ markets, has touched every corner of the agency from brand strategy to creative and production. Delivering end-to-end strategic creative solutions for entertainment clients across the globe is our expertise and passion, and we couldn’t be more excited to be partnering with the team at Max to bring their enhanced streaming service to life.”
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