MTV Ambient, Case study MTV Serbia Pranked: Serbia got pranked by McCann Erickson Belgrade

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MTV Serbia Pranked: Serbia got pranked

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Industry TV Channels/Radio Stations and Programmes
Media Ambient, Case study
Market Serbia
Agency McCann Erickson Belgrade
Copywriter Marko Savic
Released August 2011

Credits & Description

A young man was left duct-taped to a pillar in the center of Serbian capital city Belgrade, as if it was result of a last night’s prank. Shocked and confused passers-by did all the media work via social networks within only a couple of hours. All national web portals, newspapers, radio and (competitive) TV stations reported about the “bizarre” event, generating around 100 000 euros media coverage. Following “Pranked” weekend had the highest ratings in history of MTV Serbia. Production euros spent: 50. Media euros spent: 0.
Advertising Agency: McCann Erickson Belgrade, Serbia
Creative Directors: Jana Savic Rastovac, Vladimir Cosic
Art Directors: Marko Savic, Marko Prokic
Copywriter: Marko Savic
Photographers: Marko Prokic, Slobodan Markovic