The brief was to drive appointment to view on MTV’s French regional feed during the weekends. Research showed that the audience dipped in and out and numbers were hard to capture because the ratings were monitored cumulatively over 6 month periods rather than daily. Viewers seldom tuned-in for specific events from week to week.
Throughout the month of October, viewers saw consistent, branded messages promoting “Rocktober”, rock music themed programming weekends, based on specific trends from the time. Creating weekend themes over a entire month, rather than individual weeks, saw a quantifiable rise in ratings in the month of October in 2002.
Concept, Creative Direction, Executive Production, Strategy.