Philips and MTV Networks Asia in youth marketing collaboration

Dutch consumer electronics giant Philips has signed a three-year marketing deal with MTV Networks Asia with an eye at targeting the 15-34 age group. This deal is part of its global Personal Expressions campaign titled 'Things to do your thing'. This campaign is aimed at empowering today's youth to do things their way through stylish and intuitively designed innovations that are essential in their lives.

The campaign features audio and wireless innovations that are designed to offer youthful consumers access to digital information, communications and entertainment.

The Asian leg of the campaign featuring MTV is titled 'MTV Whatever Things' and will kick off with a launch event in Singapore on August 28 and 29, 2003. The campaign will include fresh on-air programmes, a dedicated micro site and on-ground events in the seven Asian markets.

Speaking about the collaboration, Peter Bullard, executive vice-president, MTV Networks Asia and managing director, MTV Southeast Asia says, "We are thrilled to have Philips on board in a long-term partnership set to make waves in over 150 million households in the Asian region. 'MTV Whatever Things' is an excellent example of how MTV Networks Asia caters to our clients needs and vision for the youth market by adapting creative programs to meet their marketing strategies. By showcasing Philips cutting-edge design in mobile and infotainment products for the tech and music-savvy audience of 15-34, this three-year partnership will definitely elevate Philips presence amongst MTVs youth audience across Asia."

Alan Sparks, senior vice-president, Philips Consumer Electronics Asia Pacific, Middle East & Africa adds, "Over the years, Philips has made considerable headway in its youth research and involvement in extreme sports and concerts, to achieve success in innovations for the youth market. We look for like-minded partners with a similar vision and approach to work to increase market relevance and reach. We are proud to be associated with MTV Asia, the leading youth entertainment brand, which represents the cutting-edge of communication with young trendsetters of today."