Happiness and the Association challenged our target, forcing them to research on the Web if this was for real. Once they discovered that there was an MTV campaign, our target have taken over the campaign: they’ve uploaded more than 200 different versions of the video “I love Laura” on youtube.com; they’ve created their own merchandising; parallel forums have been set up; and themedparties have been organised in bars.N.B. username: MTV, password:l4ur4

An advertising campaign and its own counter campaign were developed.

OFFICIAL. There’s nothing better for getting in shape than dancing to the beat of good music without surgery. This campaign was released on the website bringoutyourmtvside.com, in posters, free dailies and free postcards.COUNTER. The New Revival Association came to life to challenge any activity MTV undertook and made that known in streets, on dontwatchmtv.com, educational videos, radio, posters, leaflets, etc.

MTV tripled its screen share in three weeks and its audience increased by 50% becoming the leader among the music content channels.

Impact achieved was on a par with €3,000,000 investment. Real campaign cost was €60,000