MTV is looking to drive viewers to its to interact with the brand through a series of direct response TV ads airing on its European network of channels.
Draft originally pitched for a pan-European online brief surrounding the 2003 event against 11 other digital agencies. After winning the business, Draft pitched again for the on-air advertising work.
The appointment marks the first time MTV Europe has awarded its broadcast and online work to a single agency.
Draft has created a series of 20-, 30- and 60-second TV ads for MTV. The spots drive viewers to the MTV Europe Awards website, where they can vote across 16 categories.
The creative has been designed to appeal to a range of age groups across 12 European countries. Both the TV and online work resembles promotional music posters found in cities.
Visitors to the website can vote for their favourite artist by "tearing" their choice of poster off a virtual "wall" and placing it on their nomination.
MTV has also hired Empire Digital, the multimedia arm of film design agency Empire Design, whose website credits include sites for 'Kill Bill', 'Snatch' and 'Reservoir Dogs'. The agency is behind a viral game called 'Monkey Mission', which will appear on 12 of MTV's websites across Europe, including the UK.
Last month, American Express, Vodafone Live!, Replay and Foot Locker signed up as the official sponsors of the awards.
A series of sponsored concerts is currently being held in London, Birmingham, Manchester and Newcastle.
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