The Brief

The objective of the promotional campaign was to boost trials and sale for the new MTS internet dongles riding on the back of the hugely successful MTS Internet baby 'born for the internet' campaign that launched MTS 3GPlus network in India.

Describe how the promotion developed from concept to implementation

Within a month of the launch of MTS Internet Baby campaign, it had become a huge hit with10million+ views, 12million social impressions, Whatsapp versions, blogs/online/offline media coverage. When the buzz for the campaign was at its peak, we created promotional campaign in keeping with storyline of the campaign's lead spot in which 'a baby in a birthing-room takes charge of his own birth and puts out a word about his arrival in social-media' We launched the MTS-Born-for-the-Internet--promo where we gave away free internet dongles to babies who were born on the 26th-March which was also MTS India's founding day.

Describe the success of the promotion with both client and consumer including some quantifiable results

Parents of 950 babies had registered for the MTS-Internet-dongles. 1800+ unique users sent in 4200+ tweets. Resulting in 5million+ timeline deliveries. Just 3 digital FBposters reached over 100,000 Facebook fans, organically. 45% of the total registration being done on the 1st day itself (26th March). Even after registrations had closed, there 10,000+ users who had visited the registration portal. The week of 26th March had one of the highest ever foot-falls at MTS stores. And the month of March recorded the highest ever number of connection sale of 125000 in the history of MTS India, a whopping 80% over previous months.

Explain why the method of promotion was most relevant to the product or service

We feel the creative execution of this promotion was extremely relevant since we could quantifiably convert the the buzz generated by the MTS Internet baby into significant number of subscriptions to the MTS 3GPLUS Network using an unusual promotion targeting an even more unusual customer base. The promotional campaign also reiterated the MTS brand message of being the network for the internet generation. Or as the campaign captured it 'The network that was born for the internet'