MTV Marketing’s biggest campaign in 2009 was for the rebranding of Freeview channel TMF to VIVA.
‘Up Your Viva’ was a full scale campaign that included a national TV advertisement that went out at prime time slots across terrestrial and Freeview channels in the lead up to the channels launch. Outdoor, print, online and experiential marketing were also used. Coverage was received in major tabloids newspapers/magazines well as trade publications Media Week and Broadcast. Numerous viral versions of ‘Up Your Viva’ were launched across social media websites including Twitter and Facebook. The build up to the launch was culminated with star studded launch party held at the Vinyl Factory in London.
