MTC: Penetrating the Mass Media Landscape with Effective Mobile Billboards Campaign
Client: Mobile Telecommunications Company (MTC) Industry: Telecommunications Campaign Objective: Brand Visibility & Consumer Engagement Location: HEKAMIOUTDOOR Duration: March 2024 Media Format: Mobile Billboard Out-of-Home (OOH) Footprint: Windhoek, Oshakati, Otjiwarongo, Keetmanshoop, Swakopmund, Okahandja Billboard Deployed: 15 Units
Background As Namibia’s leading telecommunications provider, MTC continually seeks impactful platforms to maintain top-of-mind brand awareness among its nationwide customer base. In a highly competitive market, standing out in the urban media environment is essential — particularly in areas with heavy commuter traffic and limited traditional OOH infrastructure. To this end, MTC partnered with HEKAMIOUTDOOR to roll out a wide-reaching mobile billboard campaign that merges mobility, frequency, and visibility across major urban centres and transit zones.
Campaign Strategy Fifteen (15) mobile billboards were deployed across six key towns: • Windhoek • Oshakati • Otjiwarongo • Keetmanshoop • Swakopmund • Okahandja The campaign strategically targeted: • High-traffic commuter corridors • Pedestrian-dense central business districts (CBDs) • Retail hotspots and intersections with long dwell times The mobile nature of the billboards ensured message movement with the audience, creating multiple daily exposures and broad brand saturation.
Objectives • Enhance brand recall among everyday consumers • Maximise reach across dispersed urban and regional centres • Communicate campaign messages in real-time, real-world environments • Reinforce MTC’s brand identity as dynamic, relevant, and consumer-focused
Key Campaign Features • Hyper-local penetration: Flexible billboard routes allowed MTC to reach deep into neighbourhoods and busy zones beyond the reach of static billboards. • Mobile dominance: As Namibia’s largest mobile billboard campaign to date, MTC achieved one of the most geographically diverse OOH brand presences in the country. • Brand leadership: MTC demonstrated an innovative media buying approach, positioning itself as a pioneer in the telecoms sector’s use of non-traditional outdoor media.
Conclusion The MTC mobile billboard campaign stands as a benchmark in mass consumer OOH communication in Namibia. By capitalising on HEKAMIOUTDOOR’s unmatched reach and adaptability, MTC successfully penetrated the everyday lives of Namibians — on the streets, in the markets, and during the commute. This campaign underscores MTC’s media agility, commitment to customer connection, and its understanding of how to navigate and dominate the evolving Out-of-Home media landscape.