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