An advertising campaign for MTV Philippines

• Main Author: Gervasio, Ma. Estela Olivia S.
• Format: text
• Language: English
• Published: Animo Repository 2004
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17623
• Institution: De La Salle University

To open the summer season, MTV Philippines introduced its newest property, MTV Summer Grind, last April 2004. Breaking away from the MTV Grind that we know, the company held the event at the NBC Tent. The advertising campaign for the said event also veered away from the familiar beach feel of the Grind and was predominantly midnight blue donned with silver stars. Given that the company plans to make the MTV Summer Grind an annual event, it is faced with the challenge of coming up with a unique and creative way to promote the Summer Grind next year. After reviewing the MTV Summer Grind 2004, it has been proposed the company implement a beach/pool party concept, which the youth can more easily identify with as the Grind. The youth has been exposed to such a concept even before the MTV Summer Grind was introduced in the Philippines, through the airing of the MTV Grind in the US in the local UHF channel. Being a neophyte in the industry, such as move will help establish MTV Grind in the market. It has also been proposed the MTV Philippines narrow its target market further. Rather than just segmenting it by age group. This is in order to execute a more focused campaign. Also, this is in order to be able to communicate the event’s objectives more effectively. Given the MTV Summer Grind is a pioneer in the industry, it has been proposed that promotional efforts be strengthen by utilizing integrated marketing communications tools and non-traditional forms of media. Such tools are highly accessible to their target market thus it will enable the company to directly communicate their message. Given the limited budget for MTV Summer Grind, the advertising campaign for the event utilizes MTV Philippines network of sponsors and various resources. By doing so, the company is able to cut down on cost and maximize available fund, enabling it to create a stronger yet feasible advertising campaign for MTV Summer Grind 2005.