MTV Launches Global Ad Campaign Across 16 Channels
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 campaign, which launches later this month, will be made up of a montage of three second clips from MTV’s network of world-wide channels.
The branding initiative has been entitled Exquisite Corpse, after the old parlour game, where players would write a phrase on a piece of paper, fold the sheet to conceal part of the phrase and pass it on to the next player for their contribution.
The concept was used to create a range of 30-second ad spots for MTV world-wide and a unique web page www.exquisitemtv.com to support the initiative.
Commenting on the 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.”
Earlier this year MTV UK & Ireland unveiled a new look, new presenters and new original programming in an attempt to stave off growing competition from the likes of Emap (see MTV Aims To Beat Competition With New Look), which recently expanded its Hits network across the Sky, NTL and Telewest 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).
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 brand from its competition.
MTV: 020 7284 7777 www.mtv.co.uk
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