*Logo design by Nala
MTV VJ HUNT 2005 is an annual off-air event held by MTV for searching the next MTV VJ. This SPEC campaign was to promote the event in Indonesia for the third times. This campaign was targeted to engange urban-lifestyle concious-indonesian youth to participate by giving their votes to their favourite finalist, and deciding who deserves to be the next MTV Indonesia VJ.
The campaign went through different approach to distinguish itself from other typical talent-competition-reality shows that has emerged uncontrollably. Rather than focusing on the wishy-washy journey of becoming the VJ itself ( which would look more like reality TV formula that is getting old ), the campaign brought up the 8 finalists personalities and characters to the front as it's weapon. It shown by the diversity of colors on the campaign materials that represents each of finalist overall unique qualities, character and vibe, with logo and basic lay-out that tied the whole campaign together as unity.
The campaign was launched phase by phase, not simultaneously but repetitively, starting by just the logo, then showing some part or glimpse of the character profiles. And as it got closer to the D-day, it finally revealed full profiles of the characters. This strategy was taken to build the tension and to stimulate viewers curiosity and created some sort of long-term relationship and mutual bond between viewers and the finalists. Also giving time to viewers to digest the campaign and choosing their most favorite finalist.
The Tagline 'Vote me, Know me' :
If the words 'Vote me' sounds bit too political, then it's works, because that is exactly the impression I was about to give. 'Vote' sounds politic, and 'politic' means 'important', and people have interest in something 'important', being 'important' or at least having the delusion of being 'important'. And having viewers giving their vote is the most important action this campaign would ever had to achieve. The good thing is, this is campaign for MTV, so it will never be too serious, being political without the drama of 'real politics'. Politics could never be so much fun, which becomes the subconscious subtle temptation for the viewers.
'Know Me' penetrates viewers mind as a personal invitation for the viewers to ponder on the finalist. This campaign is simple, it doesn't intend to spoil the viewers with the image of stardom, youth-power and pretty faces. It just gives the audience something to root on, to relate, to reflect and to hope. As these 8 finalists are also part of them, the young-urban-culture. When the viewers see themselves among the finalists, therefore rooted to them and vote for them, thats when I know the campaign works.
Below are some MTV VJ Hunt 2005 off-air campaign materials :
The campaign went through different approach to distinguish itself from other typical talent-competition-reality shows that has emerged uncontrollably. Rather than focusing on the wishy-washy journey of becoming the VJ itself ( which would look more like reality TV formula that is getting old ), the campaign brought up the 8 finalists personalities and characters to the front as it's weapon. It shown by the diversity of colors on the campaign materials that represents each of finalist overall unique qualities, character and vibe, with logo and basic lay-out that tied the whole campaign together as unity.
The campaign was launched phase by phase, not simultaneously but repetitively, starting by just the logo, then showing some part or glimpse of the character profiles. And as it got closer to the D-day, it finally revealed full profiles of the characters. This strategy was taken to build the tension and to stimulate viewers curiosity and created some sort of long-term relationship and mutual bond between viewers and the finalists. Also giving time to viewers to digest the campaign and choosing their most favorite finalist.
The Tagline 'Vote me, Know me' :
If the words 'Vote me' sounds bit too political, then it's works, because that is exactly the impression I was about to give. 'Vote' sounds politic, and 'politic' means 'important', and people have interest in something 'important', being 'important' or at least having the delusion of being 'important'. And having viewers giving their vote is the most important action this campaign would ever had to achieve. The good thing is, this is campaign for MTV, so it will never be too serious, being political without the drama of 'real politics'. Politics could never be so much fun, which becomes the subconscious subtle temptation for the viewers.
'Know Me' penetrates viewers mind as a personal invitation for the viewers to ponder on the finalist. This campaign is simple, it doesn't intend to spoil the viewers with the image of stardom, youth-power and pretty faces. It just gives the audience something to root on, to relate, to reflect and to hope. As these 8 finalists are also part of them, the young-urban-culture. When the viewers see themselves among the finalists, therefore rooted to them and vote for them, thats when I know the campaign works.
Below are some MTV VJ Hunt 2005 off-air campaign materials :
Banner :
( Launched 6 weeks before event )
Poster :
( Launched 3 weeks before event )
Newspaper Ad :
( Launched 3 weeks before event )
Magazine Ad :
( Launched 3 weeks before event )
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