MTV Free Campaign
The best things in life are free.
The best things in life are MTV
MTV is back, and this time in an unencrypted free TV format. We took the saying ‘the best things in life are free’ and deployed our promo assets to toy with the ambiguity of the term ‘free’.
Our campaign used catchy headlines to encourage viewers to give free rein to their feelings, moods and spontaneity.
The campaign included a TV ad and an out-of-home ad flight in large German cities, plus digital features such as pre-rolls and mobile ads. We joined with the MTV engagement crew to develop the social media strategy, and we kicked off the campaign with prominent B2B ads in magazines W&V and Horizont.