MTV Launches Global Ad Campaign
MTV is launching a global ad campaign across its 16 channels in a bid to increase its brand impact in the increasingly crowded music television market.
The global campaign, which will be made up of a montage of 3 second clips from MTV’s world-wide channels, will launch later this month. The branding initiative has been entitled Exquisite Corpse, after the old parlour game, where several people would write phrases on a piece of paper, fold the sheet to conceal part of it and pass it on to the next player for his contribution.
The concept was used to create 16 30 second ad spots for MTV world-wide. A unique web page has also been produced to support the initiative.
Commenting on the new campaign, Brett Hansen, president of creative at MTV Networks Europe, said: “The inspired image campaign’s process illustrates the risk taking inherent in the MTV culture, harnessing the company’s diverse, creative talent pool for a series of short films that uniquely resonate with our channels and audiences around the world.”
MTV UK & Ireland recently unveiled a new look, new presenters and new original programming in an attempt to beat-off growing competition from the likes of Emap (see MTV Aims To Beat Competition With New Look), which recently expanded its The Hits network across Sky, NTL and Telewest’s platforms. BSkyB is also preparing to launch three new digital music channels into the increasingly crowded marketplace (see Sky Prepares To Launch New Digital Music Channels).
MTV has suffered from the increased proliferation of specialist music channels over the past few years (see MTV Retains Nik Naks As The Osbournes Sponsor).
The Exquisite Corpse campaign marks the latest in a long line of initiatives to strengthen the MTV brand. However, it is arguably MTV’s events, such as the recent MTV Music Awards hosted by Justin Timberlake, which differentiate the MTV brand from the competition. The awards are also screened on terrestrial TV and feature heavy MTV branding.
MTV: 020 7284 7777 www.mtv.co.uk
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