MTS India’s OOH campaign gets a dash of Red Energy

MTS’ OOH campaign in the West Bengal circle is aimed at building a greater connect with the youth and is an extension of its Red Energy campaign.

e4m by Shanta Saikia
Updated: Dec 26, 2011 9:30 AM
MTS India’s OOH campaign gets a dash of Red Energy

Taking forward MTS India’s Red Energy campaign and in a move to build greater connect with the youth, the telecom company has come up with an OOH campaign in the West Bengal circle.

Blue Sky Asia is the OOH agency on board, however, the latest innovation is an extension of the Red Energy campaign that was designed by Rediffusion Y&R.

Elaborating on the campaign, Keshhav Tiwary, Chief Operating Officer, Kolkata & West Bengal Circles, MTS India, told exchange4media, “MTS, as part of its data centric, voice enabled strategy, offers as array of voice and data solutions to its customers, including the youth. This includes smartphones and MBlaze dongles through prepaid and postpaid plans. To further strengthen its engagement with the youth, MTS has rolled out ‘Red Energy’, an innovative Youth Outreach Programme. The programme is aimed at engaging change leading youth more meaningfully. In today’s time when ‘online social status’ has truly become social status, the Red Energy programme allows youth to leverage their online influence to advance their real life status with rewards and recognition from MTS. The objective of the campaign is to establish a stronger connect with the youth of today.”

He further said that the basic idea behind the activity was to promote the youth-centric Red Energy campaign for smartphones and do something attractive, dynamic and out-of-the-box to grab eyeballs.

The OOH ads involved setting up cut-out kiosks, creating a 3D look, with the image of a youth skateboarding ‘popping out’ of the screen of a mobile phone. The campaign has been launched in five high traffic locations across Kolkata – Girish Park crossing, EM Bypass at Prince Anwarshah Connector, Alipur Machino Techno, Hyatt and Sanjha Chulha.

The campaign was in line with MTS’ brand strategy and the idea was arrived at after rounds of brainstorming, he said, adding that the campaign was executed within the span of just 15 days.

The challenge faced in the execution of this activity was mainly things going as per the plan and within the time frame. “We also faced a challenge in installing such heavy structures amidst traffic,” Tiwary divulged.

He informed, “As of now, we have done this campaign only in Kolkata. However, given the tremendous response we have received, we are exploring opportunities in other cities as well.”

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