Category: Best Use of Television
Product/Service: ONLINE ART COMMUNITY
Agency: MTV NETWORKS INTERNATIONAL
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: MTV NETWORKS INTERNATIONAL, London, UNITED KINGDOM
Entry URL: http://www.swatchmtvplayground.com
Creative Director: Nina East (MTV Networks International)
Producer: Ildiko Dienesch (MTV Networks International)
Production Company: (Umeric)
Director c/o Umeric: Ash Bolland (Umeric)
Producer c/o Umeric: Van Dekker (Umeric)
Media placement: MTV Playground- Teasers - MTV - 01.05.2009
Media placement: MTV Playground- Call To Action Spot(S) - MTV - 18.05.2009
Media placement: MTV Playground- Traffic Spot(S) - MTV - 01.07.2009
Media placement: MTV Playground- Talk At The Playground - MTV - 30.08.2009
Results and Effectiveness
Playground on-air promotional spots had a reach of 220,000,000 while Swatch’s brand spots had a reach of 84,000,000.
‘Talk@Playground’ shows reached over 27 million.
More than 50,000 artwork pieces were uploaded by visitors who joined the Playground community.
11,000 people attended on-the-ground events in Beijing, Shanghai, Tokyo, Seoul, Berlin, Athens, Luzern and Amsterdam.
44% of young adults considered Swatch as a creative and innovative brand, and intent of purchase rose 30% amongst MTV’s audience.
72% of the target audience felt their attitude towards art had changed as a result of the campaign.
The Swatch MTV Playground campaign continues into 2010.
The communication had to be engaging, interactive and visually stunning, make an impact across platforms and speak to audiences with differing relationships with art.
The campaign launched with on-air teasers, designed to create intrigue and introduce the brand. These broadcast across MTV channels in Europe, Asia and Latin America.
Teasers were followed by on-air ‘call to action’ spots inviting viewers to join the on-line creative community and upload work.
Visitors to swatchmtvplayground.com could also find tutorials, appreciate work in the gallery and enter competitions.
On-air web traffic and sustaining spots spoke to a wider audience, encouraging viewers to experience the work online.
On the ground events brought the campaign alive to a new audience.
'Talk@Playground' shows, which featured interviews with artists and designers, ran on-air in editorial time and online.
Ultimately, a ‘Winner’s Work’ vignette showcased winning work from the Playground gallery, running both on-air and online.
Insights, Strategy & the Idea
Swatch’s 2009 CreArt collection featured collaborations with world-renowned artists and designers, linking the brand to its 1980’s roots, whilst looking to the future.
We were challenged to best communicate the CreArt Collection, raising awareness of art, making it relevant to MTV audiences and Swatch’s targeted consumers: young adults in Europe, Asia and Latin America who may not be aware of Swatch’s art heritage.
Research highlighted that MTV audiences felt passionate about art and that interactive multimedia art platforms increased the value of their experience.
The resulting strategy was 'Swatch MTV Playground'. This global campaign spanned 2009, living on-air, on-line and on the ground. Its purpose: to spark a genuine interest in art amongst MTV audiences and to activate and empower emerging artists from around the world, providing a platform to showcase work and build a creative community.
Playground offered exciting opportunities for expression for both client and audience.
The Promo / PR Ad titled MTV PLAYGROUND was done by Mtv Networks International advertising agency for product: Art & Design Online Community (brand: Swatch) in United Kingdom. It was released in the May 2009.