THE BEST THINGS IN LIFE ARE MTV
When MTV Germany asked us to develop a campaign to celebrate the return of MTV to free-to-air TV, we knew we had to express all irreverent spirit that this channel possesses with content that now extends well beyond music. Under the rallying cry ‘THE BEST THINGS IN LIFE ARE MTV’, we developed a campaign that champions freedom. Building on the adage that the best things in life are free, this was a call to action encouraging our audience to free themselves: and a celebration that MTV programming is now freely available via satellite, all major German cable networks and as a livestream via the app on the website.
With this new claim, and featuring headlines including ‘Free your fluids’ and ‘Free your stupid’, we invited our audience to freely express their feelings and indulge each and every impulse. To reject perfection, be irrational, and even accept unhappiness.
The campaign included a TV commercial and billboard campaign across Germany supported by digital elements with prerolls and display ads.
We also developed the social media strategy together with the MTV engagement team.
B2B adverts also ran in W&V and Horizont to help kick the campaign off.
Zum Kampagnenstart wurden zudem B2B Anzeigen in W&V und Horizont prominent platziert.