MTV rolls out print push to highlight youth credentials

<p>SINGAPORE: MTV is attempting to increase its share of ad dollars </p><p>with a regional print campaign that humorously portrays its </p><p>understanding of Asia's youth market. </p><p><BR><BR> </p><p>The ads - which were developed by DraftWorldwide Singapore and which is </p><p>running in Time, Asiaweek and Fortune, employs provocative phrases such </p><p>as 'Smoking Grass' and 'G-String' to underline the importance of </p><p>speaking to the youth segment in their own language. </p><p><BR><BR> </p><p>"The creative platform is about understanding your target audience - how </p><p>many people know the difference between technotrance and </p><p>ethnotrance? </p><p><BR><BR> </p><p>Asia's 15-34 year-olds do, and so does MTV," said Graham Fordyce, </p><p>regional creative director of DraftWorldwide. "The objective is to </p><p>reinforce MTV's position as the voice of Asia's youth culture." </p><p><BR><BR> </p>