Agency: Quiet Storm
VIVA, MTV UK’s general entertainment and music channel, has launched a new TV advert, entitled 'Lick Your Viva', as created by Quiet Storm.
‘Up Your VIVA’ is a phrase that has become a mantra for a channel and a generation that likes to go against convention and have some good old fashioned fun along the way. So what would you expect as a follow up rally cry than too ‘Lick your VIVA!’
Say hello to a group of irreverent misfits with authentic South African accents, covered in trashy yet endearing tattoos of their favourite characters appearing on VIVA. Do they ‘Lick VIVA?’ Of course they do, they’re licking it 24/7.
“We've got off to a cracking start with our launch and are excited about following up with such a distinctive and memorable campaign that continues to bring the unique VIVA personality to life,” says MTV UK Marketing Director, Zoe Harris.
Last October (2009) Quiet Storm created the “Up Your VIVA” campaign which became a social media phenomenon.
The ad has been watched over 750,000 times on YouTube, and hundreds of user generated versions have been made. There are also over 400 Facebook groups the biggest having nearly 950,000 members.
There have also been over three million hits on Google for the phrase “Up your VIVA” becoming a catchphrase on Twitter as well, all in just 2 months!
The ad has helped generate a 33% increase in viewers and 25% share of viewing.
Recently, VIVA walked away with a ‘highly commended’ award in the category of Best Channel Launch at the Broadcast Digital Awards 2010.
VIVA is available through SKY, Virgin Media and on the Freeview platform. Media planning and buying for 'Lick Your Viva' is by PHD.
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