MTV Lets Go............

• Thursday, 10 June 2010
• By Sam Martin
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At this time of year, practically the whole world is captivated and engaged with the Soccer World Cup. TV stations who don’t broadcast the event usually fall victim to decreasing viewer numbers and usually just live with it, and move on. However, MTV went against the grain this year presenting an anti-ad campaign to its viewers. The campaign includes a number of random TV ads for different countries, prize draws, related print ads and other communication strategies. This ironic campaign was based on the ideology, “we understand why you aren’t watching MTV”. As MTV targets primarily a market between the ages of 18-24, it was important for the company to acknowledge that the Soccer World Cup was going on and associate their brand with the event. It’s funny that MTV have nothing what so ever to do with the World Cup, yet they have taken on the event from a different angle, highlighted the obsession of soccer lovers, and have a created buzz for both soccer and MTV at the same time. Very Impressive.