In December 2010, Generation MTV released their new offer. Whoever signed up, called for free after 19 hours during the week, and during the entire weekend. The offer is a perfect answer to the question of many youngsters that want more free options on their mobile use.
We decided to hype ’19:00’. The campaign has the real ‘TV-series’ look and feel. It consisted of a TV-campaign and a print/poster part. The posters were singular and clear. A teaser was activated 1 minute before 19:00. (clarity and simplicity are key drivers by the way, when it comes down to communicating with young people.)
The different spots were a pastiche on ‘24’. We see a bunch of people that come in contact with each other in a nightly setting. The individuals are not chosen randomly. Together, they contribute to a greater story where ‘calling for free’ plays a funny but absurd leading role.
In a second follow-up spot, we referred to the short film. ’19:00’ tells the story of a young man on his hopeless nightly search for tampons, for his demanding girlfriend. The short film was released online and shown on MTV for a week in the late hours. It was also shown on a special Proximus happening in cinema.
Result: The campaign was a huge success. The strong offer and style was appealing to young people. It became the second best campaign since the launch of Generation MTV in 2008.