Viacom Pushes MTV Mobile With Brand Ad Campaign

Viacom International Media Networks (VIMN) has launched a pan-regional Gif Me More brand advertising campaign for its MTV Mobile MVNO (Mobile Virtual Network Operator) brand. The campaign, created by independent Paris-based agency, Buzzman, has been developed to generate awareness of MTV Mobile branded price plans and build a global mobile brand identity.

VIMN’s Mobile Brand Licencing (MBL) business has partnered exclusively with telecom operators in multiple markets to offer today’s youth “a superior mobile experience”. Consumers who buy MTV-branded price plans, are offered incentives including show previews, priority tickets and additional, exclusive MTV features.

VIMN says the campaign, based on the idea that MTV Mobile gives you more, is the first global advertising campaign to feature animated GIFs (Graphics Interchange Format characters) in a series of adverts. The ads are aimed at capturing the sentiment of the MTV Mobile audience, how they want to be entertained and how they create new content through editing original content.

The campaign consists of three ads, Rodrigo, Parking and Cheerleader. In each scenario, three unsuccessful characters are transformed by the ‘Gif God’. The identity of the Gif God was selected from five potential Meme characters by fans via Facebook.

VIMN says that Gif Me More is a “full 360” advertising campaign, and will include TV, in store, online, print and billboard advertising in order to create and build a new and consistent visual brand identity. Funnily enough though, no mention of anything on mobile…

“We wanted to run a campaign that would capture the spirit of the brand and zeitgeist, in order to generate consistent brand awareness of MTV Mobile and to promote the MTV branded price plans,” says Michel Dupont, SVP Mobile, North & International at VIMN. “Mobile is an area where we are seeing growth. Having a presence in the mobile space allows us to build on our 360 vision around our linear shows, and enables us to reach our audience and keep them engaged with the brand.”