Project Description

WOW MTV AWARDS
CASE HISTORY

Let me hear you say WOW!

To consolidate the great success of the MTV AWARDS 2013 , the network asked us to develop a new concept and to follow the entire production of the whole campaign , WEB , ON and OFF -AIR .
MTV AWARDS is the most important live show event for the channel, with a line-up that represents the entire Italian music scene with a target in between 15/35 years. There is also the participation of sponsors and partners such as Samsung, Diadora , TIM, Campari , Luxottica , Perfetti , Menarini , Sammontana and many others.
wow
mtv_wow_dog_yoclas

We helped MTV Italy to increase

1,5% on Individual Share and 3,5% on Commercial Target.

This is WOW!

WOW - MTV AWARDS 2014

“WOW” has been the idea that has successfully resolved the brief. Starting from the reduction and repositioning of the logo ” MTV AWARDS ” which sees come to life inside the “O” of “WOW”.

WOW it’s a great idea!

The replacement of the term “MTV AWARDS” with the holdings sponsor, then solved the demand for greater adhesion between the network and the participating brands also giving a strong viral value to the setup of the whole project.

WOW it’s a good deal!

WOW - MTV AWARDS 2014

ON-AIR PROMOTION

For the ON-AIR promotion were chosen a wide range of icons ( from an astronaut to a Hamburger, from a funky -dog to an erupting volcano )
that, by replacing the “O”, are now able to clearly define the new MTV brand values.
The same conversion also happens to billboards (normal and big size).
For the on-air graphics package will be used a series of graphic patterns that match with the mechanism of the show.

WOW MTV AWARDS 2014 - promo image
WOW MTV AWARDS 2014 - promo image
WOW MTV AWARDS 2014 - promo image
WOW MTV AWARDS 2014 - promo image
WOW MTV AWARDS 2014 - promo image 2

ON-AIR GRAFIC PACKAGE

WOW - Opening Titles
WOW - Opening Titles

OFF-AIR BILLBOARDS

WOW_140603_WOW_DEF_LineUp_OK

“WOWBURGER” poster

City Billboard 2014 edition.
Compositing and final layout
ZUM studio

WOW_140605_WOW_DEF_GENERICO_OK

“WOWSTRONAUT” poster

City Billboard 2014 edition.
Compositing and final layout
ZUM studio

WOW_2015_S2-02

“WOWPANDA” poster

City Billboard 2015 edition.
Compositing and final layout
ZUM studio

WOW_2015_M-03

“WOWFACTOR” poster

City Billboard 2015 edition.
Compositing and final layout
ZUM studio

WE DID IT AGAIN IN 2015!

MTV decided to use the concept again for the 2015 edition.
In this stage MTV put the focus on a famous Italian rap star “Emis Killa” as presenter of the show. All materials and concept setup have been converted using the talent as “WOW factor” in the middle of the “O”.

Foto mtv awards 2014 di francesco prandoni 036
mtv awards 2014
WOW MTV AWARDS 2015 - promo image
WOW MTV AWARDS 2015 - promo image
WOW MTV AWARDS 2015 - promo image

Per consolidare il grande successo dell’edizione 2013 degli MTV AWARDS, il network ha voluto affidarci il compito di sviluppare un nuovo concept e la produzione dell’intera campagna, WEB, ON e OFF-AIR.
MTV AWARDS è lo show live piu’ importante per il canale, con una line-up che rappresenta l’intera scena musicale Italiana con target compreso tra 15 / 35 anni. Vede inoltre la partecipazione di grandi sponsor e partner quali Samsung, Diadora, TIM, Campari, Luxottica, Perfetti, Menarini, Sammontana e molti altri.

“WOW” è stata l’idea che ha brillantemente risolto queste richieste. Partendo dalla riduzione e dal riposizionamento del logo “MTV AWARDS” che vede prendere vita all’interno della “O” di “WOW”.

La sostituzione della dicitura “MTV AWARDS” con le partecipazioni sponsor, ha dunque risolto la richiesta di una maggiore aderenza tra il network e i brands partecipanti dando anche una forte leva virale al setup dell’intero progetto.

Per la promozione ON-AIR sono state scelte un’ampia serie di icone (da un’astronauta a un Hamburger da un funky-dog a un vulcano in eruzione) che, sostituendo la “O”, riescono a definire con chiarezza i nuovi valori del brand MTV e dello show in sè.
La stessa conversione avviene anche per le affissioni (normal e maxi size).

Per il pacchetto grafico on-air verranno invece utilizzati una serie di pattern grafici che trovano corrispondenza con il meccanismo delle premiazioni dello show.