SINGAPORE: In a bid to expand its youth market base, Nescafe has
partnered with MTV International in a multi-million-dollar global
sponsorship alliance.
The worldwide campaign also includes advertising, events, web-based
radio and digital consumer relationship marketing. The McCann WorldGroup
will handle the project. "We wanted a partner that was youth-focused and
aimed at Nescafe's core target of 16 to 24-year-olds," said Universal
McCann client services director James Ringshall. An image campaign
airing on MTV will run until September, culminating in Nescafe's global
sponsorship of the Video Music Awards, which is aired on MTV channels
around the world.
Representing the largest sponsorship deal for MTV International across
its various channels, the deal in Asia will include sponsorship of a
brand new show called MTV Soundcheck, which includes an online voting
element.
MTV Networks International advertising sales vice-president, David
Clark, said: "This deal shows how Nescafe's global buy has achieved a
value and impact that would not have been possible had it been executed
on a local or region-by-region basis."
