MTV: Fitness
A cultural approach to launch MTV's new fitness channel.
Task
MTV tasked Platform13 to devise a cultural approach to launch their new Fitness channel.
Approach
Through a deep dive into the brand, and a mixture of desk research and IRL interviews with cultural voices in fitness, popular culture and entertainment, we unlocked a clear and credible positioning for this vertical.
Output
A clear and actionable playbook on why and how MTV can credibly play in Fitness.