MTV 2020 ERROR FOUND
2020: Error Found is MTVs end of year campaign structured in 6 days of reboot, every day from Dec 26th to Dec 31st at 20:20 - of course.
We created this 6 daily activations using the ascii aesthetic (mainstream representation of the common hacker imaginary look & feel) and leveraged on the use of QR CODES - one of the most iconic elements of 2020 due to the massive spread of its use during these corona times.
The QR codes featured every day from 20:20 in every break until midnight, lead the viewers to special daily promos and funny “giveaways” of Instagram filters, GIFs, backgrounds directly on their mobile devices, and last but least a T-SHIRT done in collaboration with the streetwear brand PROPAGANDA.
The promos informed the viewers that the "MTV system reboot" had started, featuring different MTV properties and most iconic MTV faces, driving the communication and teasing the giveaways of 2020 gifts.
The campaign reached more than 11M unique users and contributed to the marketing and digital targets with more than 91M impressions. The activation successfully retained users with a 40% of conversion rate during just 5 days of on-air.
The QR code printed on the T-Shirt can be constantly updated.
So with one T-Shirt you get infinite surprises.
If one day it doesn’t work anymore…the Error Found message will still remain faithful to the core concept.
Client: MTV EMEA and ASIA / ViacomCBS
Sr VP Viacom CBS: German Groba
VP Brand Strategy: Bettina Vogel
Sr Creative Director: Emanuela Denti
Art Direction: René Olivo
Creative Agency: YO! Clas Creative Studio
Digital Agency: Roomor
Graphic Designer: Rudy Catarinelli
Creative Producer: Tabata Piccinelli
Sr Creative Operation Manager: Giulia Marcora
Creative Project manager: Daniela Firpo
Sr Director of Marketing: Guido Bonarelli
Marketing Manager: Margherita Morini