| Digital – Direct Response | ||||
| Client | Systema Shyam Tele-Services Pvt Ltd | |||
| Brand | MTS India | |||
| Agency | Creativeland Asia | |||
| Brief | MTS was launching their 3GPLUS network. To communicate we had a 70 sec spot set in a labour room that showed a new born baby take charge of his own birth. Our task now, was to market this content (TVC) to digital natives and evoke a direct response (sharing and recommending this brand message to their peers) from them. |
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| Mobile Operating System |
Bittorrent Clients on Mac OS, Windows OS | |||
| Solution |
Since our TG were the digital natives, to launch the film we took it to a place where no advertiser had ventured before. Instead of using conventional banners, pre-rolls and social media posts, we launched the 70sec spot as a ‘BitTorrent’ file. The single file was uploaded to the torrent community. It started a snowballing reaction of shares and features that super-seeded our desired outcome. |
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