Quiet Storm Create New VIVA Campaign for MTV Networks UK & Ireland
Quiet Storm is delighted to announce it has created a new TV campaign for VIVA, MTV UK’s general entertainment and music channel.
‘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,” says MTV UK Marketing Director, Zoe Harris “and are excited about following up with such a distinctive and memorable campaign that continues to bring the unique VIVA personality to life."
Neal Colyer, creative director at Quiet Storm says "VIVA is about the quirky, fun and irreverent side in all of us. That’s why we wanted this campaign to take viewers into the unconventional and nether regions of humour and spontaneity. The ‘Lick your VIVA’ commercials are all about that energetic, almost obsessive passion for entertainment and celebrities that keeps VIVA’s audience coming back for more."
Quiet Storm was appointed to handle the advertising account for all MTV UK channels last year after a competitive pitch and last October created the "Up Your VIVA" campaign which became a social media phenomenon. Over 750,000 hits on youtube, and 100s of user generated remakes with over 400 Facebook groups the biggest with nearly 950,000 members. Over 3m hits on Google for the phrase “Up your VIVA” and a nicely trending catchphrase on Twitter as well, all in just 2 months! Generating a 33% increase in viewers and 25% share of viewing. Last week VIVA walked away with a "highly commended" award in the category of BEST CHANNEL LAUNCH Broadcast Digital Awards 2010.
VIVA is available through SKY, Virgin Media and on the Freeview platform.
Media planning and buying by PHD.
Posted: on 23rd June, 2010 at 12:00 PM
