afaqs!

MTS pushes CDMA smartphone on OOH

By Jhumur Nandi , afaqs!, New Delhi | In OOH News | September 27, 2012
The campaign has been executed in more than 20 towns in Andhra Pradesh, spread over 50 outdoor sites such as hoardings, posters, mall branding and many more.

MTS has taken to an aggressive expansion of its device portfolio in order to offer a wide range of smartphones to CDMA customers. As a part of this strategy, the company has recently launched the Samsung Galaxy Y smartphone that supports high speed data through MTS CDMA network, providing seamless experience for streaming live TV, videos, music, social networking and much more.

The company has executed an interesting out of home (OOH) creative at one of the most popular shopping malls in Hyderabad. Electronic branding has been carried out on the mirrors of washrooms at the mall, wherein at first the mirrors showcase images of MTS smartphones and whenever someone comes in front of the mirror, the branding transforms into a smaller version.

Aasheesh Verma

This is supported by regular outdoor creatives focused on more than 20 towns within the state. In all, there are more than 50 outdoor sites dedicated to this campaign. The sites have been strategically chosen across popular hang-out zones that witness high footfall. Various outdoor formats including hoardings, posters, mall branding and many more have been used in the campaign.

Aasheesh Verma, chief operating officer, Andhra Pradesh Circle, MTS India, says, "The launch of this smartphone in Andhra Pradesh is supported by an integrated outdoor campaign involving a host of conventional and innovative elements. However, whenever one plans to execute campaigns on outdoor, the main challenge is to come up with the right concepts. Also, it is very important to find the best mix of medium and location."

The campaign is a result of joint ideation between the MTS marketing team and the execution agency, Converge Communications. It started during the mid-week of September and will continue till the end of October.

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