The MTS-Born for Internet promotional campaign aimed to boost trials and sales of MTS internet dongles by building on the successful "MTS Internet Baby" campaign. The target audience included MTS customers, data customers of other operators, and media outlets. The execution involved giving away free internet dongles to babies born on MTS's founding day and generating buzz through social media. The results were very positive with over 107 total media coverage pieces, Rs. 5.75 crore in estimated PR value, 27 million YouTube hits, and trending on Twitter for 15 days.

1. MTS- BORN FOR INTERNET CAMPAIGN

2. OBJECTIVES
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•The objective of the promotional campaign was to boost trials and sales of
new MTS internet dongles
•Riding on the back of the hugely successful MTS Internet Baby ‘born for the
internet’ campaign that launched MTS 3G PLUS Network in India.
.

3. TARGET AUDIENCE
Media (Mainlines, Financials, Vernacular and
Electronic Media)
MTS customers available in its 9 operating circles as
primary audience
Data customers of other operators as secondary
audience
Brand and Advertising Bloggers
Brand and Advertising Reviewers
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4. 4
EXECUTION
•Within a month of the launch of the MTS Internet Baby campaign,
it had become a huge hit with 27 million+ views on youtube, 18
million social impressions, Whatsapp versions and online/offline
media coverage.
•The buzz was at its peak, when a promotional campaign was
launched in keeping with the storyline of the lead spot – a baby in
a birthing-room takes charge of his own birth and puts out a word
about his arrival on social media
•MTS Born For The Internet Promo, where MTS gave away free
internet dongles to babies who were born on the 26th of March –
the founding day of MTS India
•A press note, basis on the campaign had been shared with the
journalists for the review .

5. RESULTS
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Total Coverage
Appeared Across India
107
Total PR Value Garnered
5,75,45,500
( Five crore Seventy Five Lakh
Forty Five Thousand and Five
Hundred)
Generate 27
Million
Hits on Youtube
Campaign Trended on
TWITTER for 15 Days

6. The Economic Times
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7. Mint
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8. The Financial Express
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9. Impact Magazine
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