Mtv Spain needed a campaign that would help it connect with its audience, build back credibility as a music benchmark and increase its screen share; to coincide with the start of its new programme planning. To do so, it had to hurdle obstacles such as the relatively low brand awareness among its target audience and a tight budget of 60.000€. In this context, the media strategy was focused to obtain the maximum awareness within the Internet with the aim of catch the attention of traditional media so they would transmit the campaign to higher levels of audience for free.

Mtv tripled its screen share in three weeks and its audience increased by 50% becoming the leader among the music content channels.

Impact achieved was on a par with a 3 million Euro investment. Real campaign cost was 60,000 euros.

An advertising campaign and its own counter campaign were developed.

There’s nothing better for getting in shape than dancing to the beat of good music without surgery. This campaign was released on the website bringoutyourmtvside.com, in posters free dailies and free postcards.The New Revival Association came to life to challenge any activity MTV undertook and made that known in streets, on dontwatchmtv.com,educational videos, radio,posters, leaflets, etc . And the Happiness, the musical antidote to the groups featured on Mtv.

Happiness and the Association challenged our target forcing them to research through the Web if this was for real. Once they discovered that there was an MTV campaign, our target had taken over the campaign: they’ve uploaded more than 200 different versions of the video “I love Laura” on youtube.com; they’ve created their own merchandising; parallel forums have been set up; and theme parties have been organised in bars.