First, we identified a common problem among any channel in today's multimedia, multi channel, video on demand reality. That with the excessive amount of cable channels, viewers have, more than ever become unfaithful to any channel.And MTV tends to be lost in the midst of so many options, specially as it relates to the amount of programming. It was then that we decided to create a medium that would reach our target in a fresh and desired format. A set of batteries with no charge and a specific set of rules of usage. One that virtually ensures that an user will be unable to change channels.

- Consumers have become anesthetized to old fashioned mailings. The traditional promotional items end up getting lost in the clutter. This was a great solution for the client. Since it stands out and because it was done in a format that caters specifically to the channel's audience. One that is enamored with gadgets and is always after the latest technology available. In other words, for the client, it was a relevant and fresh way of stating the quality of its programming. For the consumer, it has definitely become a fun and very desirable format to consider MTV Portugal as his or her favorite channel.