our work
the relationship
Volkswagen formed a global partnership with MTV to be the presenting partner of MTV’s music initiative, MTV World Stage.
The partnership’s fully integrated marketing and events campaign supported and showcased the global unveiling of the 21st Century Beetle in Shanghai, New York and Berlin and was tied into an exclusive MTV Sound System in Shanghai, live World Stage concert in New York City as well as a World Stage Party in Berlin.
As part of the Volkswagen’s 21st Century Beetle launch campaign, ETV produced one-off specials of MTV’s flagship series: Pimp My Ride, Made and The Road to World Stage, which broadcast across all MTV International’s channels and websites from April 2011.
our idea
The first 30 minute show - Pimp My Ride International – follows the journey of an unsuspecting ‘pimpee’ who gets the surprise of his life when his ride is taken to Holland and is transformed into a 21st century icon.
The second 30 minute show MTV special: The Road to the World Stage – features two groups of music-lovers desperate to hit the road and get themselves to MTV’s World Stage. The final one hour show – Made: make me into a racing car driver – stars none other than Bourne Ultimatum stunt performer, Ronny Wechselberger.
ETV produced all three shows over ten weeks with a 50-strong crew. The production took place in Spain, Sweden, Germany, Holland, the USA and China.
our highlights
We worked extremely closely with MTV International, VIMN, their compliance teams and Volkswagen to produce compelling must-see shows, true to their brand roots and at the same time really pushing the boundaries of the UK product placement legislation.
