CMT ENLISTS BARKER/DZP TO LAUNCH MICRO-TARGETING CAMPAIGN IN SUPPORT OF THE NETWORK’S NEW “GET COUNTRY” BRANDING
NEW YORK, April 12, 2010 — Full-service branding and digital agency Barker/DZP today launched a highly targeted campaign to help CMT communicate its new “Get country” network brand messaging to agency media planners and buyers.
CMT, part of Viacom’s MTV Networks, recently developed the “Get country” platform to more accurately reflect its brand values, and communicate the appeal of the network and the deep emotional connection to its viewers. The overall “Get country” design program was developed in house by CMT, with Barker/DZP modifying and customizing the ad campaign to make it a seamless extension of CMT's new look and feel.
The new ad campaign plays up CMT’s vast reach with the headline “140 Million Americans Get country. Do you?”,* followed by “Understand the value of America’s most powerful audience.” The ads also include a link to the www.doyougetcountry.com microsite, where media professionals can log in, learn more about CMT’s viewer profile and programming, and enter a sweepstakes to win $500 daily, plus a $500 grand prize for the charity of the winner’s choice.
To reach media planners and buyers, Soho-based Barker/DZP is using a micro-targeting approach that includes outdoor ads at 15 kiosks in front of the buildings of key New York media agencies and along walking routes to and from those buildings and nearby subway entrances. The kiosks are supported by print and banner ads in marketing trade publications and websites. The campaign runs April 12 through May 7.
“The campaign puts the emphasis on our reach, but also plays up an emotional connection by bringing our brand values to life,” said Dee Mc Laughlin, SVP Brand Marketing, CMT. “We want to make sure media people fully understand what we have to offer.”
"The campaign had to address a substantial disconnect between the image of country music and perceptions of the typical New York-based media planner and buyer,” said John Barker, president, Barker/DZP. “Even with the major crossover successes in the network industry, we knew it would be difficult to make the category relatable to this niche audience.”
As a result, the agency decided instead to appeal to the media executive’s professionalism in serving their clients.
“Whether you’re a country music fan or not, 140 million viewers is a huge audience that cannot be ignored,” added Barker. “We coined the term ‘America's most powerful audience’ because, as we've seen in everything from pop culture to presidential elections, middle America tends to make or break brands.”
* Source: The Nielsen Company, 4Q09, M-S 6a-3a, P2+, L+7 Reach (000), 1 Min. Qual. & 75% unified. Subject to qualifications.
CMT, a unit of Viacom’s MTV Networks (NYSE: VIA and VIA.B), is the leading television and digital authority on country music and entertainment, reaching more than 90 million homes in the U.S. CMT and its website, CMT.com, offer an unparalleled mix of music, news, live concerts and series and is the top resource for country music on demand. The network’s digital platforms include the 24-hour music channel, CMT Pure Country, CMT Mobile and CMT VOD.
Barker/DZP (www.barkerdzp.com) is a fast-growing full-service independent agency built from a core team of large-agency veterans who understand the new world of consumer engagement. Barker/DZP delivers high-impact digital innovation, branding, advertising and social media for clients such as P&G, Estee Lauder, The McGraw-Hill Companies, Viacom, NYU Stern School of Business, dunhill, IDB Bank and others.
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Amanda Murphy, 615-335-8408
Jack Mello, cell 201-981-5617