MTV UNDER THE THUMB by Akqa London for MTV

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MTV UNDER THE THUMB

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Industry Mobile applications
Media Print, Magazine & Newspaper
Market United Kingdom
Agency Akqa London
Creative Director Chris May
Released June 2012

Awards

Cannes Lions 2012
Mobile Lions Entertainment, Lifestyle and Leisure Bronze

Credits & Description

Type of entry: Mobile Applications
Category: Entertainment, Lifestyle and Leisure
Advertiser: VIACOM MTV INTERNATIONAL MEDIA NETWORKS
Product/Service: MOBILE APPLICATION
Agency: AKQA London, UNITED KINGDOM
Advertiser VIACOM MTV INTERNATIONAL MEDIA NETWORKS
Product MOBILE APPLICATION
Entrant AKQA London, UNITED KINGDOM
Type of Entry: Mobile Applications
Category: Entertainment, Lifestyle and Leisure
Title: MTV UNDER THE THUMB
Advertiser/Client: VIACOM MTV INTERNATIONAL MEDIA NETWORKS
Product/Service: MOBILE APPLICATION
Entrant Company: AKQA London, UNITED KINGDOM
DM/Advertising Agency: AKQA Berlin, GERMANY

Chief Creative Officer: James Hilton (AKQA)
Creative Director: Chris May (AKQA)
Senior Copywriter: Matt Longstaff (AKQA)
Senior Designer: Martina Transtrom (AKQA)
Associate Designer: Hazel Ryalls (AKQA)
Account Director: Johann Laeschke (AKQA)
Product Strategy Director: Mike Betts (AKQA)
Senior Project Manager: Lloyd Brazier (AKQA)
Technical Director: Ben Jones (AKQA)
Technical Delivery Manager: Stuart George (AKQA)
Senior Software Engineer: Ian Warwieck (AKQA)
Senior Creative Developer – Client Lead: Joakim Carlgren (AKQA)
Senior Creative Developer – Client Lead: Abraham Azam (AKQA)
Senior Creative Developer: Michael Chase (AKQA)
Quality Assurance Manager: Aparna Bajaj (AKQA)
Quality Assurance Manager: Terry Nweze (AKQA)

Brief Explanation
The Under The Thumb mobile application is a ground-breaking new interactive platform for MTV that redefines how entertainment is seen and shared by the digital teenagers of Europe in several ways. When out and about, the best MTV shows – past and present – can be streamed onto mobile devices on demand for the first time. When at home, the app becomes a remote control which can be paired with a PC, laptop or connected TV for an immersive dual-screen experience. And when you’re feeling social, the app syncs your viewing with friends so you can watch shows and chat together in real time, no matter where you are.

This new app needed a big launch, so key influencers were targeted at the Mobile World Congress in Barcelona. Putting the app exclusively in the hands of journalists proved highly effective, generating front-page headlines on respected tech and mobile blogs as well as setting Twitter alight. By the end of the conference news of Under The Thumb had reached over five million tech and TV enthusiasts, generating a download a minute of the app on both iTunes and Google Play stores before MTV’s supporting advertising campaign had even launched. On launch, Apple saw the potential of Under The Thumb instantly; it featured on the iTunes Store in both the ’new and noteworthy’ section and in a promotional thumbnail.

Excitement over the app’s release was instantaneous with numerous 4 and 5 star reviews by review blogs and customer feedback in the download stores. Pressure from non-participating countries has been immense, and MTV are looking to expand the app into new markets after seeing first-hand the desire of the fan-base to get MTV Under The Thumb on their mobiles.