\Developed by Proximity Singapore, the new 'Target' initiative is an aggressive attempt to convey that MTV's programming no longer simply comprises back-to-back music videos, but a range of content options that represent the foothold to today's youth market.
"Our key objective for this trade marketing campaign is to speak to leading media agencies, key media spenders, brand custodians as well as owners in the Asia-Pacific region on a personal, one-to-one level and to reiterate to them that MTV is 'the' only media channel which fits their every need to reach out to the young at heart," explained MTV Asia vice-president of network marketing, Brian Tiong.
Accordingly, Proximity has developed a three-phase campaign, specifically targeting a list of the 100 top executives and media spenders in the region, along with a more mass offering for agencies and marketing/brand managers.
The first teaser stage was deliberately non-branded, inserting 'target'-style posters in trade publications to create buzz. In addition, everyone on the VIP list was sent such collaterals as a Starbucks coffee cup, a 'wrapped' newspaper and e-DMs all featuring the 'You have been targeted' message.
The second phase includes the personal delivery of an MTV 'hit kit' to targets' offices. Each kit contains a branded MTV target, a gun and plastic sticky bullets, an 'MTV-hijacked' Motorola Rokr, and a brochure which lists out '10 things you never knew about MTV and 2006 programming'.
Also featured is a call to action, directing targets to a specially-developed microsite, www.insidemtv.com, which offers a range of content on MTV, youth research, advertising opportunities and show trailers.
The final stage of the campaign is a trade event to take place in Singapore.
"The whole brief is to get more money spent with MTV at the end of the day," said Proximity general manager Simon Bond. "We did some research and found out most of the money is spent by 35 to 50 year-olds. What we wanted to do is re-educate these people about MTV."
Bond added that the initiative is an attempt to change perceptions of MTVby this group, most of whom are unaware of what MTV represents today.
MTV goes direct with 'target' blitz
A major new trade campaign by MTV aims to connect directly with key decision-makers, and communicate the evolution of the youth channel's offering to 'music and more'.
