Data card business is one of the key focus areas for MTS, and they wanted to create good hype around the same. The brief was simple – an innovative idea to showcase MTS’ high speed data card Mblaze, which resonates in the consumer’s mind and has a high recall factor. Thus, the idea was to deviate from the regular vanilla branding on the traditional media and come up with an eye catching innovation.
“It is a very nice piece of execution by Apex, and has already created a buzz in the surrounding region where the innovation is placed,” said Ashoo Sethi, Chief Operating Officer, Mumbai Circle, MTS India. Apex has been the outdoor implementation agency for MTS in Mumbai for the last 5-6 months.
The combination of the location and the medium plays a very important role when it comes to innovation. Keeping this in mind, Mahim Causeway in Mumbai was chosen owing to its high traffic concentration, especially during evening hours. The location of the van is on high traffic stretch at Mahim Causeway where the peak hour traffic in evening moves at about 10 kmph. The visibility is from more than 1 km and in the evening, considering peak hours the visibility is for almost 4-5 minutes. This campaign would be live for close to a month.
Conceptualised by Apex, a mammoth hand structure holding the MTS dongle was created to give it a larger than life look. The structure was installed with the help of a crane and the process took a good six hours to come to its real look. A team of 12 people was responsible for the installation of this mammoth size hand structure holding the Mblaze high speed data card.
Commenting on the idea behind the concept, Sethi said, “The idea is that MTS gives you the freedom and control over your life and better access to information around the world – in short it is a powerful tool in your hand.” He, however, refused to divulged details on the spends on the campaign.
He further said that MTS was planning similar initiatives in other parts of Mumbai as well, which would include Vashi – Navi Mumbai. And given the positive response received for the campaign so far, the company was evaluating options to execute it in other cities as well.
On the other initiatives planned from MTS, Sethi said, “We have planned a consumer offer for our data card and smart phone customers. We would be giving out tickets to the grand finale of MTS Red Energy Independence Rock XXVI, which will be held at Chitrakoot Grounds in Mumbai. This offer is valid till November 20, 2011.