Context: MTV was a well-established brand throughout Latin
America. When it was time to launch VH1, cable operators and
consumers didn’t understand why they needed another music
network aside from MTV. Insight/Idea: Differentiate VH1 from
MTV, establishing two unique positioning. MTV is all about music
videos, while VH1 is all about what happens behind the music, in
the musicians’ lives. To highlight this difference, we played
with the typical music video codes. Why This Case: Breakthrough
creative in response to a very specific business need. Results:
VH1 was adopted throughout Latin America. In some countries like
Colombia, Peru, Mexico and Argentina, its audience is even
greater than MTV’s.