MTV Ukraine: MTV LAUNCH IN UKRAINE

Credits:

Alexandr Katsura, Aqua, Director
Sergey Slobodyanyuk, Aqua, Creative Director
Evgenia Maslenko, Aqua, Operations Director
Artem Vorog, Mediateam, Director
Yaroslav Popyk, MTV UKraine, Commercial Director
Victor Karpov, Ukrainian Armed Forces Museum, Director
Tatyana Karpenko, Solvers Production, Director

Describe the objective of the promotion.
Objective 1: Celebrating the official launch of MTV in Ukraine.
Objective 2: Attracting attention of 2 target audiences: tv audience (by means of trendsetters and opinion leaders present at the party) and potential advertisers.
Objective 3: Demonstration of TV channel positioning and image. According to these objectives, a concept had to to be relevant to the MTV format and create wow-effect between the target audience.

Describe how the promotion developed from concept to implementation.
The concept 'In the Sky, In the Sea, Under the Ground' met the MTV format sharply. The sponsors search took 2 months with positive relevance 60%.
To realize the concept we managed to make the following successful arrangements: agreements with Ukrainian and Russian Armed forces (venue, yacht mooring), prevention 3G takeoff acceleration equipment collapse at the aircraft during the disco; submarine water channel cleaning to ensure successful surfacing of a star (the channel was not in use 15 years); agreement to use $400,000 of movie decorations located on the venue. 178 staff members arranged the event for 140 participants.

Explain why the method of promotion was most relevant to the product or service.
The event achieved the objectives, set for the target audience: the VIP-persons and trendsetters were surprized and excited by the unique locations and programme (three dimensions: sky, sea and underground), the advertisers perceived and understood the channel format and associated high-quality organization with MTV advertising products. We created a strong, memorable symbol of MTV's arrival; Boy George surfacing on the submarine, associated with his long travel from London inside it. It was the first time a submarine base was used as an event venue in Ukraine, and first time a bathyscaphe/submarine was used for advertising purposes.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Three-time increase of MTV channel acknowledgement between the target audience; increase of MTV channel rating from 0.00 to 0.04 (period: 1 month after the event).
Increase of advertisers interest from 5% to 30%
Forming of the channel image perception at the TA through wow-effect.
Creation of continuous wow-effect around the event by the satisfied audience.
Wide coverage of the event through relevant mass media (press: more than 20 reports, internet: more than 30 reports).
High estimation of the event by London MTV headquarters.