Agency: Quiet Storm
MTV Networks is to launch a new entertainment channel, VIVA on October 26 backed by a seven figure TV led marketing campaign.
Created by Quiet Storm, it aims to captures its fun and frivolous nature and the eclectic mix of programming only an MTV channel can deliver.
VIVA will strive to offer a unique mixture of award winning comedy, the best in rock and pop and new, exclusive, UK-only programming slap bang in the heartland of youth and entertainment programming.
It will be available on channel 21 on the Freeview Electronic Programme Guide, SKY 358 and Virgin Media 313.
The ‘Up Your VIVA!’ campaign kicks off with a focused 48 sheet campaign, with on-air promos across the MTV network, followed by 20” and 10” executions on Terrestrial and sat / cab channels including ITV, C4, Five and Sky from next week.
Print ads for both trade media and consumer listings hit from next week.
The campaign focuses on the phrase ‘Up Your Viva!’ with characters challenging each other to ‘Up…’ theirs. Media has been planned by Equinox.
The channel promises a mix of award winning content from the US, including classic favourites ‘The Hills’ and ‘Two and a Half Men’, as well as established music programming.
Sitting on the Freeview platform, in addition to SKY and Virgin Media , VIVA aim to broaden MTV Networks general entertainment offering as well as increasing exposure to MTV Networks pay TV output by showcasing early series of hit comedy shows like ‘Two and a Half Men’, as well as popular shows like ‘The Hills’ and ‘Scream Queens’.
While the new channel will replace MTV Networks music channel TMF (The Music Factory) on programme guides, VIVA will still aim to offer great music content within a heady new blend of entertainment and comedy that makes the channel totally unique.
“The brief was to create a campaign that sells the unique personality of VIVA which is celebratory and down to earth It is about fun and frivolity and a unique combination of programming that only MTV Networks can provide,” said MTV Networks Marketing Director UK, Zoe Harris
“We are not only launching a new station but a new attitude in youth TV channels, summed up by our catchphrase ‘Up Your Viva’ which we know really resonates with the audience.”
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See the next ad in the campaign - 'Lick It'