MTV is a global and iconic brand interweaved in youth culture. But the evolving media landscape means it’s facing new challenges. MTV needs to be recognized as sitting alongside others and wishes to be seen as the smarter, ‘finger on the pulse’ brand in the youth set.
We led a four-step methodology to understand why teenagers get bored and how we can stop it.
on the science of boredom with behavioral scientist interviews (neuroscientist, sociologist, and psychologist).
with people who are actively 'killing boring'.
across five markets to see boredom in action and create a film as well as 75 face-to-face interviews.
of 16,000 young people across 26 markets.
Our insights focused MTV’s repositioning from slacker brand to Killing Boredom. We even inspired a series of idents poking fun at boring celebrities that were banned (but you can see them here).