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.
Mobile Operating System
Bittorrent Clients on Mac OS, Windows OS
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.