MTC: Creating Impact in the Commuter Environment
Client: Mobile Telecommunications Company (MTC) Industry: Telecommunications Campaign Focus: Consumer Awareness & Brand Visibility Media Partner: HEKAMIOUTDOOR Format: Mobile Billboard Out-of-Home (OOH) Footprint: Windhoek (Wernhil, Maerua, Grove Mall) and Major Northern Towns Billboards Deployed: 6 Units
Background In January 2023, MTC reaffirmed its brand presence in the everyday lives of Namibians through a targeted mobile billboard campaign designed to capitalise on high-footfall commuter and retail environments. Understanding the importance of being where the audience is, MTC selected strategic sites adjacent to Windhoek’s largest shopping malls—Wernhil, Maerua, and Grove—while also extending the campaign’s reach into major towns in northern Namibia.
Campaign Strategy The campaign deployed six mobile billboards with routes carefully mapped to: • Maximise exposure in urban commuter hotspots • Engage audiences in close proximity to retail environments • Maintain visibility in high-traffic intersections and pedestrian zones By aligning billboard placements with Namibians’ daily routines, the campaign achieved consistent audience engagement during peak transit hours and shopping cycles.
Key Campaign Features • Retail adjacency: Proximity to Namibia’s busiest malls meant exposure to thousands of consumers daily. • Dual visibility: Mobile billboards offered long-distance recognition and up-close brand engagement, creating a compelling blend of recall and impression. • Northern expansion: By reaching towns beyond Windhoek, MTC demonstrated commitment to nationwide relevance and inclusivity in its communications approach.
Outcome & Impact MTC’s mobile billboard campaign achieved: • High brand recall among on-the-move audiences • Enhanced visibility at key consumer junctions • Strengthened brand association with convenience and accessibility The campaign validated the role of mobile billboards as a nimble, high-impact Out-of-Home medium capable of reaching audiences with precision and scale.
Conclusion MTC’s campaign in the commuter environment highlights the effectiveness of combining mobility with strategic location planning. Through this initiative, MTC not only maintained visibility in competitive urban spaces but also demonstrated the agility of its marketing strategy in adapting to consumer behaviours. This campaign stands as a prime example of how mobile billboards can amplify brand presence where it matters most — in the rhythm of everyday life.