MTS BITTORRENT BABY

Short List
TitleMTS BITTORRENT BABY
BrandMTS INDIA
Product / ServiceMOBILE DATA TELEPHONY
CategoryB04. Consumer Services
EntrantCREATIVELAND ASIA Mumbai , INDIA
Entrant Company CREATIVELAND ASIA Mumbai, INDIA
Advertising Agency CREATIVELAND ASIA Mumbai, INDIA

Credits

Name Company Position
Sajan Raj Kurup Creativeland Asia Creative Chairman
Anu Joseph Creativeland Asia Executive Creative Director
Srijib Mallik Creativeland Asia Chief Operating Officer
Satya Shetty Creativeland Asia Chief Implementation Officer
Ritesh Rao Creativeland Asia Business Head Digital
Ankur Rander Creativeland Asia Creative Partner Innovations
Pranav Nayak Creativeland Asia Young Creative Partner Copy
Ankit Kalkar Creativeland Asia Creative Partner Digital
Prasad Ramachandran Creativeland Asia Senior Creative Partner Art
Mithun Rajam Creativeland Asia Young Creative Partner Art

Results and Effectiveness

Spot seen in 206 countries, hosted on 4400+ websites, shared 200,000+ times, blogged in 11+ languages. Written in 55+ national-dailies/news-portals globally. Spot viewed 30 million+ times with 73.3% watching the whole video. 250,000 social shares. A very high CTR of 7.6% to MTS-homepage. In less than a quarter our TOM-score up by 11% Awareness-to-Consideration up by 8.5% on a high base-value of 71 Brand recommendation in the category from 4th to 2nd 10% rise in the MTS-3GPLUS connection sales. All this started with single torrent file and a never-before used medium to launch a film.

Creative Execution

We created an engaging 70sec spot targeted at digital-natives. We chose BitTorrent as the right launch platform for the spot. We named it 'Internet-Baby-Cuts-His-Own-Umbilical-Cord- Leaked-HD-Commercial' and waited10 hours for it to start gaining traction. As soon as we saw the traction gaining in the torrent world of anonymous seeds, we compounded by seeding it in online media, video channels such as Dailymotion, YouTube and social media. As our spot left the confines of the Deep-Web and entered mainstream internet, we ran an extensive #MTSBabyBanners campaign written in a unique first person MTS Baby tone. Engaging original and MTS-baby spoof posts, pics, shares and memes on Facebook/Twitter further compounded engagement. To celebrate the success of the launch month we even gave free internet dongles to babies born on 26th March which coincided with MTS' founding day.

Insights, Strategy and the Idea

Insight & task: The business, marketing and communications objective was to launch the new MTS-3GPLUS Mobile Network. MTS, a telecom major in India, created a rather unusual 70 sec spot set in a labor room that showed a new born baby take charge of his own birth and how he put the word out using the internet and social media. Our task was to tactically place the content and creatively maximize the online media impact of this spot. Strategy & Idea: True to the digital native audience, we launched the 70sec spot as a ‘BitTorrent’. A platform where no advertiser had ventured before and the back-channel of internet that the data-hungry spend their time in is still devoid of advertising clutter. Engaging Twitter/Facebook campaign, some tongue-n-cheek online advertising and contests supported this to make it one of the most talked about and shared product-service launch not just in India but globally.