BATTERIES by Leo Burnett Iberia Madrid for MTV

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BATTERIES

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Portugal
Agency Leo Burnett Iberia Madrid
Executive Creative Director Erick Rosa, Renato Lopes, Fernando Duarte
Producer Antonio De Almeida Junior
Photographer Sais De Prata - Paulo David
Released April 2011

Credits & Description

Category: Best Use of Branded Content
Advertiser: MTV PORTUGAL
Product/Service: MTV
Agency: LEO BURNETT IBERIA
Date of First Appearance: Apr 11 2011
Entrant Company: LEO BURNETT IBERIA, Lisbon, PORTUGAL
Entry URL: http://www.ourawardsite.com/2011/mtv/batteries/media-a08/
Chief Creative Director: Chacho Puebla (Leo Burnett Iberia)
Executive Creative Director: Erick Rosa/Renato Lopes (Leo Burnett Iberia)
Creative Director/Copywriter: Erick Rosa (Leo Burnett Iberia)
Art Director/Illustrator: Thiago Cruz (Leo Burnett Iberia)
Photographer: Paulo David (Sais de Prata)
Producer: António Junior (Leo Burnett Iberia)
Video Case Editor: Hugo Lage (Leo Burnett Iberia)
Production Director Agency: Cristina Almeida (Leo Burnett Iberia)
Account Director: Tiago Reis (Leo Burnett Iberia)
Production Company: (Albiñana Films)
Film Director: Silverio Canto Moniz
Executive Producer: Paola Maluf
Production: Pedro Louro/Elisa Coelho
Post Production Manager: Jimmy Egreja
Post Production Company: (Lightfilm)
Audio Production Company: (Dizplay)
Actor/Voice Over: Murray Tood
Media placement: Batteries - Consumer's Remote Controls - 22/04/2011

Insights, Strategy & the Idea

MTV has strong programming - 24 hours of a variety of shows and music that does fill one's daily (and nightly) needs. With this idea we wanted to say that, and show in a fun, entertaining and with an MTV personality, an idea that would definitely leave behind the fact that a viewer has everything he or she needs on MTV. We created the MTV Batteries.

Creative Execution
The batteries were created from 100% used up batteries, those that do not have any actual charge left. These were re-branded as MTV Batteries, and a set of rules was created. One asked users to put the TV set on MTV with the maximum desired volume and then, only then, switch the regular batteries with MTV Batteries. In other words, with them, people would be unable to change the channel, and watch MTV continuously.

Results and Effectiveness
Batteries became the medium, a very low cost idea to present any new show or the current lineup as part of our 24 hour programming. The most important results are the 100% inability to switch away from MTV. Or, as important, the 0% success to change from MTV.