Supported by a full-scale promotional campaign, the six-month platform will run across TV and online in seven countries: India, Japan, Indonesia, Malaysia, Philippines, Singapore and Thailand.
The initiative is built on Lenovo’s 'For those who do' brand campaign and MTV’s deep knowledge of music, lifestyle and the millennial generation, according to the companies.
Through the platform, millennial DJs, vocalists, musicians, filmmakers and graphic artists are invited to submit their work according to a creative brief, 'The pulse of the city'. Through the social platform, the public will vote for their favourite talents. A panel of local and regional mentors will share their valuable experience and knowledge in order to guide and inspire country and regional winners. Eventually, regional winners will take part in a five-day workshop and hae their final work aired on MTV.
“Lenovo-MTV CO:LAB aims to inspire millennials to take action and turn their dreams to reality,” said Howie Lau, vice-president of marketing and communications at Lenovo Asia-Pacific & Latin America. “We chose to collaborate with MTV because it is the iconic destination for global millennials and represents the sweet spot for music and entertainment for this unique target audience.”
The collaboration reflects "a clear brand synergy" between the two brands as MTV seeks to "promote and reflect local cultural tastes and music talents,” said Tan Sian Ju, vice-president of MTV & Comedy Central Brands at Viacom International Media Networks Asia. “MTV’s wealth of research has shown that technology is an enabler for our audience. Technology doesn’t make millennials who they are, but it lets them be who they are.”