MTV trade marketing campaign 2005

Objectives Speak to the key media spenders/owners in Asia Pacific and convince them that MTV is the media channel which fits their every youth marketing need Increase share of the marketing dollar from the big media spenders in Asia Pac Underline MTV’s positioning as Music and More and underpin the message that MTV is the foothold to today’s youth market

Speak to the key media spenders/owners in Asia Pacific and convince them that MTV is the media channel which fits their every youth marketing need

Increase share of the marketing dollar from the big media spenders in Asia Pac

Underline MTV’s positioning as Music and More and underpin the message that MTV is the foothold to today’s youth market

Target Audience Media owners Marketing directors Ad agencies

Challenges Perception amongst these key media decision makers is that MTV is solely music television playing non stop music videos Lack of knowledge of what MTV represents today and the variety of programming which ranges from reality TV to shows around verticals like fashion and travel Develop a campaign which is breakthrough and arresting and educates the key decision makers that MTV is the media channel of choice when talking to today’s youth

Perception amongst these key media decision makers is that MTV is solely music television playing non stop music videos

Lack of knowledge of what MTV represents today and the variety of programming which ranges from reality TV to shows around verticals like fashion and travel

Develop a campaign which is breakthrough and arresting and educates the key decision makers that MTV is the media channel of choice when talking to today’s youth

The strategic road map Phase 1 Targeted 1 to 1 teaser campaign to raise curiosity amongst the targets Phase 2 Reveal the campaign is MTV and educate targets about what MTV represents today Phase 3 Invite all targets to an MTV to reveal the plans for 2006 Phase 1 - teaser Phase 2 - reveal Phase 3 - education

Phase 1

Targeted 1 to 1 teaser campaign to raise curiosity amongst the targets

Phase 2

Reveal the campaign is MTV and educate targets about what MTV represents today

Phase 3

Invite all targets to an MTV to reveal the plans for 2006

Phase 1 - teaser Poster is inserted into Media magazine to create mass awareness around the start of the campaign (No.1 advertising/ media trade magazine in Asia Pac) Poster is non branded with the aim to create hype in the market and suspicion around who has been targeted

Poster is inserted into Media magazine to create mass awareness around the start of the campaign (No.1 advertising/ media trade magazine in Asia Pac)

Poster is non branded with the aim to create hype in the market and suspicion around who has been targeted

Phase 1 – DM piece 100 key people in media and advertising agencies and important clients like Motorola, HP and Pepsi were targeted as potential big spenders in 2006 and they were selected as ‘key targets’ by MTV Every target (potential client) received multiple ‘You have been targeted’ messages in varying formats for 3 weeks still not knowing who they were targeted being targeted by

100 key people in media and advertising agencies and important clients like Motorola, HP and Pepsi were targeted as potential big spenders in 2006 and they were selected as ‘key targets’ by MTV

Every target (potential client) received multiple ‘You have been targeted’ messages in varying formats for 3 weeks still not knowing who they were targeted being targeted by

Phase 1 – Newspaper A newspaper wrapped with “you have been targeted” was delivered personally to their offices Girls dressed up as Starbucks employees delivered hot coffee to their office with a “you have been targeted” sticker

A newspaper wrapped with “you have been targeted” was delivered personally to their offices

Girls dressed up as Starbucks employees delivered hot coffee to their office with a “you have been targeted” sticker

Deliveries at AMEX & Standard Chartered

Phase 1 – Car park barriers & Posters Posters were put outside offices and in lifts (this was so arresting that the police were called at one office in fear of terrorist attack) Car park barriers where the targets worked were plastered with ‘You have been targeted’

Posters were put outside offices and in lifts (this was so arresting that the police were called at one office in fear of terrorist attack)

Car park barriers where the targets worked were plastered with ‘You have been targeted’

Phase 1 – Emailer Emails were sent to the 100 targets from an anonymous email address with the sender address being: - anonymous@youhavebeentargeted.com

Emails were sent to the 100 targets from an anonymous email address with the sender address being:

- anonymous@youhavebeentargeted.com

Phase 2 - reveal The 100 targets after receiving all the teaser collateral over the course of 3 weeks then received a MTV Hit Kit which was personally delivered by a man in a black suit

The 100 targets after receiving all the teaser collateral over the course of 3 weeks then received a MTV Hit Kit which was personally delivered by a man in a black suit

Phase 2 - reveal The Hit Kit included: Plastic Gun and 3 bullets for shooting the ‘target practice’ Motorola Rokr phone which was preloaded with 50 free tunes MTV brochure with the 10 best reasons to advertise with MTV Call to action to log on www.insidemtv.com

The Hit Kit included:

Plastic Gun and 3 bullets for shooting the ‘target practice’

Motorola Rokr phone which was preloaded with 50 free tunes

MTV brochure with the 10 best reasons to advertise with MTV

Call to action to log on www.insidemtv.com

Phase 2 - reveal Double page spread was inserted into Media magazine to reveal the campaign was from MTV with a call to action to log onto their website – www.insidemtv.com

Double page spread was inserted into Media magazine to reveal the campaign was from MTV with a call to action to log onto their website – www.insidemtv.com

Phase 2 - reveal Media Magazine were given the exclusive story and covered the whole roll out of the campaign from start to finish

Media Magazine were given the exclusive story and covered the whole roll out of the campaign from start to finish

Phase 2 – website reveal All media pointed towards the trade portal – www.insidemtv.com Content of the site includes: Programming for 2006 The MTV audience Research Stats MTV coverage Inside MTV exclusives Photos & Videos MTV events and award shows Why advertise with MTV Exclusive downloads

All media pointed towards the trade portal – www.insidemtv.com

Content of the site includes:

Programming for 2006

The MTV audience

Research

Stats

MTV coverage

Inside MTV exclusives

Photos & Videos

MTV events and award shows

Why advertise with MTV

Exclusive downloads

Phase 3 – education All trade and press invited to the MTV trade event which will be hosted in the Singapore Supreme Court (extremely grand venue) The event will reveal the plans for MTV in 2006 and will also announce for the first time to the media that the MTV Movie Awards will be taking place in Singapore in mid 2006 There will be a live performance by a local band and some guerilla stunts to bring to life the ‘Hit Men’ theme

All trade and press invited to the MTV trade event which will be hosted in the Singapore Supreme Court (extremely grand venue)

The event will reveal the plans for MTV in 2006 and will also announce for the first time to the media that the MTV Movie Awards will be taking place in Singapore in mid 2006

There will be a live performance by a local band and some guerilla stunts to bring to life the ‘Hit Men’ theme

Event photos

MTV trade gifts

Post Event photos Hidding in MTV is a gorilla called Tony the Stollie and acts as a double agent who uncovers all the best photos, videos and stories inside MTV Tony uploads all this great content onto a blogging site – www.tonythestollie.com - where people can browse and add their comments

Hidding in MTV is a gorilla called Tony the Stollie and acts as a double agent who uncovers all the best photos, videos and stories inside MTV

Tony uploads all this great content onto a blogging site – www.tonythestollie.com - where people can browse and add their comments

www.tonythestollie.com

Results – you have been targeted! All 100 targeted clients were successfully reached in every part of the campaign and every one has a follow up meeting scheduled with the MTV sales team – a 100% hit rate Only the future will tell if these opportunities turn into future increased sales

All 100 targeted clients were successfully reached in every part of the campaign and every one has a follow up meeting scheduled with the MTV sales team – a 100% hit rate

Only the future will tell if these opportunities turn into future increased sales