Context: MTV was a well-established brand throughout Latin America. When it was time to launch VH1, cable operators and consumers didn’t understand why they needed another music network aside from MTV.
Insight/Idea: Differentiate VH1 from MTV, establishing two unique positioning. MTV is all about music videos, while VH1 is all about what happens behind the music, in the musicians’ lives. To highlight this difference, we played with the typical music video codes.
Why This Case: Breakthrough creative in response to a very specific business need.
Results: VH1 was adopted throughout Latin America. In some countries like Colombia, Peru, Mexico and Argentina, its audience is even greater than MTV’s.