With data card business being one of the key focus areas for MTS, it wanted to create hype around it. 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.
MTS has used a wide range of OOH vehicles both, conventional and unconventional including billboards, kiosks, gantries and pole-pennant signages across 400 markets. The MBlaze dongle is installed at various strategic locations which includes bus shelter and local railway stations.
The two-month long OOH campaign has been executed by Apex Aim and Goldlink, whereas the creative is designed by Rediffusion DYR.
Commenting on the outdoor initiatives of MTS, Ashoo Sethi, Chief Operating Officer, Mumbai, MTS India said, “Outdoor offers immense opportunity for innovation especially for a technology brand such as MTS. We believe in leveraging this medium for creating a ‘wow’ factor around the brand. Head turners definitely help in attracting eye balls, especially in Mumbai where outdoor is highly cluttered.”
“Currently, we have an exciting proposition wherein the customers just need to pay Rs 1499 to get 3 GB data usage per month for three months and additionally get the MBlaze data card for free. This proposition is specially designed to make data cards more accessible to the customer and break the entry barrier – leading to higher data penetration,” added Sethi.
MTS is one of the national telecom players that constantly uses the outdoor medium in different markets. Apart from Above The Line (ATL) initiatives, MTS is also focusing on Below The Line (BTL) medium including innovative retail merchandising and on-ground activations spread across markets.