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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market Spain
Agency Shackleton Spain
Executive Creative Director Juan Silva
Creative Director Victor Aguilar, Nacho Guillo
Art Director Hector Losa
Copywriter Antonio De Federico
Account Supervisor María Leal
Released August 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: MTV NETWORKS
Product/Service: TV CHANNEL LAUNCH
Date of First Appearance: Aug 21 2010
Entrant Company: SHACKLETON, Madrid, SPAIN
Entry URL:
Chief Creative Director: Juan Nonzioli (Shackleton)
Executive Creative Director: Juan Silva (Shackleton)
Creative Director: Nacho Guillo (Shackleton)
Creative Director: Victor Aguilar (Shackleton)
Art Director: Hector Losa (Shackleton)
Copywriter: Antonio de Federico (Shackleton)
Graphic & Event Production Manager: Itxaro Vicuña (Shackleton)
Event Producer: Fernanda Canuto (Shackleton)
Audiovisual Production Manager: Manuela Zamora (Shackleton)
Audiovisual Producer: Cristina Cortizas (Shackleton)
Audiovisual Producer: Rosa Moro (Shackleton)
Audiovisual Editor: Paula Cuadrado (Shackleton)
Account General Manager: Javier Suso (Shackleton)
Brand Manager: Javier Perales (Shackleton)
Account Supervisor: Maria Leal (Shackleton)
Media placement: TV Campaign - 6 Spots - Spanish TV Channels - 21 August 2010
Media placement: Radio Campaign - 5 Shots - Spanish Radio Stations - 21 August 2010
Media placement: Print Campaign - 4 Shots - Advertising & Specialized TV Magazines - 21 August 2010
Media placement: Outdoor Campaign - 7 Shots - Bathroom Stickers, Bus Shelters, Banner - 21 August 2010
Media placement: Street Marketing - 1 Shot - Main Cities In Spain - 21 August 2010

Describe the brief/objective of the direct campaign.
To announce the launching of MTV as a free and open broadcast channel. (DTV MTV)

MTV brand is a landmark for many young people, but up to now just a few of them could get access to the channel due to its pay-per-view status.

The campaign should communicate its launch and highlight the differences between MTV and its competition in order to attract its new and existing viewers among its main target audience: the young people.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
It seemed obvious that everybody would have the same thought: MTV on open broadcast is a great idea.

And to prove it and generate response, we created the National MTV Survey where people could vote for or against this idea…

…but this Survey was very unusual: there were no options to vote against.

A direct response TV and radio campaign proposed obvious and absurd ways to participate in this national survey like for example: staring at a dot, watching the waves hit the shore, imagining a koala embracing a fire extinguisher, tuning up the volume.

Explain why the creative execution was relevant to the product or service.
With its provocative, humorous and carefree style, typical of MTV, the campaign got to capture the interest of the survey participants.

TV spots were aired in the broadcasting tests of the channel and spread on social networks. Radio ads were broadcasted in selected radio stations and music streaming services (Spotify) very popular among the young target in Spain. A "making of" the survey was recorded featuring a live survey held in the streets and released on internet.

Each spot announced that starting September 16th, MTV would be an open free broadcast channel, turning the event into something memorable.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
- Videos got over 741,000 displays on Facebook and 532,000 on Tuenti.

- The campaign generated more than 20,000 visits to, which meant an increase of 40%. 80% of the visitors where Spaniards, which multiplied the number of Spanish people visiting the web by 4.

- The audience of the open broadcasted channel during the first week exceeded the channel objectives by 219%.