MTS: The android on the move

The 40X20 feet billboard is backed by LED light, with a moving android symbol focussing on the key features of the product.

In a bid to promote the recently-launched MTS MTag 401 phone, the brand has executed an interesting out of home (OOH) campaign showcasing the key features of the product on a billboard.

The OOH communication is centred on a 40X20 feet billboard that highlights the product features. The billboard showcases a cut-out of the product, along with the symbol of the Gingerbread android, which moves on both sides with the help of a hydraulic rotator. The wide screen of the phone and the android symbol is backed with LED lights and is illuminated at night. The lights draw attention to the unlimited internet and android features of the phone.

Arvind Kumar, chief operating officer, Uttar Pradesh East and West Circles, MTS India, says, "To further boost the initiative, our brief to the agency was clearly aimed to bring out the key features such as wide screen and unlimited internet on an android platform, visibly appealing on an outdoor medium to create interest amongst our target audience and ultimately to drive them to our stores."

The major challenge in execution of the innovation was dealing with the high winds. "Also, due to restriction in electricity consumption, we had to use gensets to execute the innovation," adds Kumar.

The outdoor agency for the campaign is Converge and the billboard has been executed by Madhulika.

The billboard is on display at Nishantganj Flyover, Lucknow, which connects Indira Nagar and Faizabad Road (National Highway) with rest of the city, from the first week of July till the end of this month. The company also plans to execute similar billboards across the state.