The 'Welcome Snoop' campaign started with a brief to give MTV Networks Australia a personality relevant to its local audience and to create a campaign that would make the Australian audience active participants in the channel. The challenge was to do this in a way that was not traditional advertising. This was important given their young audience is largely cynical when it comes to brands 'understanding' them.
In answer to the brief, the strategy was developed to put a controversial MTV icon into the Australian culture, and stir the pot. The icon was rapper, Snoop Dogg, and the creative vehicle would be his fight for Australian citizenship. This idea created a storm of controversy and PR for MTV Networks Australia. It also actively involved the audience in the MTV Australia brand and allowed them to have a voice in the fight for Snoop to gain Australian citizenship. The idea brought to life the prospect of Snoop moving to Australia and motivated the audience to fight his cause.
The Welcome Snoop campaign proved incredibly successful. Over 410,593 viewers were driven to the dedicated site at www.mtv.com.au/snoop alone - equating to 16.9% of the target market in Australia. It generated a total of 5,500,000 campaign interactions and created a hive of media attention around MTV Australia, activating a movement among the target audience to help MTV fight Snoop's cause. The campaign elevated MTV brand awareness to its highest point in history. The free PR generated alone was worth hundreds of thousands of dollars and the idea attracted over 3X more MTV channel subscribers than the previous year.
Director, Marketing And Talent Relations: MTV Networks Australia
Digital advertisement created by Lowe, Australia for MTV, within the category: Media.
Creative Director: Dejan Rasic
Creatives: Dejan Rasic, Rebecca Carrasco, Howard Collinge
Director, Creative: MTV Networks Australia
Marketing Manager: Sam Coombes, MTV Networks Australia
Managing Director: MTV Networks Australia
Designer & Animator: MTV Networks Australia
Director: Paul Middleditch, Plaza Film
Head Of Production: Darren Bailey
Producers: Lisa Cordukes, Charna Henry
Editor: Peter Whitmore, The Editors
Lowe & Rivet Editor: Kris Rees
Colourist: Ben Eagleton, Bean Colour
Website Production: Liquid Protocol
Talent Liason: India Bent, Happy Bash Communication
Photographer: Andreas Smetana, Andreas Smetana Photography
Producers: Rachael Henderson, Kristen Castree, Andreas Smetana Photography
Stylist: Suzanne King, Suzanna King
Retouching: Electric Art
Sound Design: Sound Reservoir
Producer: Peter Masterston, Plaza Films