CLIENT: MTS India
BRAND: MTAG LIVEWIRE Smart Phone.
CHALLENGE : How to make MTAG LIVEWIRE’s inbuilt AGPS relevant to everyday commuters.
OPPORTUNITY : New Delhi has very few road signs and direction boards.
SOLUTION: MTS gave people a firsthand experience of AGPS and how much time it saves. By placing giant floor installations with aerial maps in transit spots (bus stops and foot over bridges) across the city. When people stepped out of metros and buses, they walked over the maps and got clear and precise directions to nearby places (for example, an over bridge near Connaught Place had a floor map installation of Connaught Place with comprehensive directions to places around).
RESULT : The installations got a lot of attention from people and the media (over 2 million worth of free media talking about it). It created considerable buzz and increased footfalls in all MTS showrooms. And this had a direct effect on the sales which increased by 17%.