The aim of the campaign was to build awareness of MTV's launch. Considering an almost zero budget, the tool seemed to be a cheap campaign – or rather an action – that is provocative enough to make it into the media on its own right. In other words a really big bang was needed to gain free publicity.

The solution was a guerilla campaign that took place in the major cities all over Hungary. The idea was very simple and basic. The night before MTV's launch we hung well-visible bright red MTV branded paper guitars on over 400 statues of historical and other figures. The headline simply said: "Hangold be!" (English: 'Tune it in')

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