Not everyone likes our launch commercial for MTV's Viva. And Campaign in particular seem to hate it: they made it turkey of the week when it came out, and elevated this to the no.1 spot of turkeys in their end of year review…
All of which we love, as it means we're doing our job: better polarisation than indifference. Because what do Campaign know anyway (a much asked question!), when the numbers speak for themselves (remembering this was a low spend campaign, with no active investment in making this a viral happening).
At time of writing (and all in just 2 months)…
- Over 600,000 hits on youtube so far
- 100s of user generated remakes
- Over 400 Facebook groups
- The biggest had nearly a million members, before it was shut for some unfortunate flaming incidents
- Over 3m hits on Google for the phrase “up your viva”
- And a nicely trending catchphrase on Twitter as well
- Generating an increase of over 30% in both viewers and ratings (vs the TMF, the essentially identical channel that previous occupied the same slot), and 25% share of viewing
And here's a little compilation we've put together of some of the Youtube mashups that are out there...
As one client said "we think it's bloody brilliant and it has transformed our business". Or more pithily from another "turkey my arse".
So when it comes to Campaign understanding a new youth targeted TV station, it may be a case of "here's the coco and slippers, and get back to Last of the Summer Wine Grandad".
