MTC: Drive awareness and subscriptions for MTCSPECTRA Fibre in Langstrand
Industry: Telecommunications & Digital Connectivity Campaign Objective: Drive awareness and subscriptions for MTCSPECTRA Fibre in Langstrand, Swakopmund, and Walvis Bay. Primary Locations: Langstrand (Yanni Savva Nampol Roadblock) – with extended reach into Swakopmund & Walvis Bay. Duration: 3 x Months Media Format: Mobile Out-of-Home Advertising – Advertising Trailer
Background & Challenge Namibia’s coastal corridor is fast-growing, blending residential, tourism, and business demand. For MTC, the goal was to anchor MTCSPECTRA Fibre in this region with an unbeatable offer: high-speed fibre from only N$424.15/month, plus a free Apple TV device on a 36-month contract. The challenge: How do you deliver maximum visibility and conversion in a market saturated with competing messages? The solution needed to capture audiences in motion and make sign-up effortless.
Our Strategic Solution In partnership with TBWA/Paragon, HEKAMIOUTDOOR executed a mobile billboard activation at the Yanni Savva Nampol Roadblock in Langstrand — a high-traffic gateway node connecting Walvis Bay, Swakopmund, and Langstrand. Key strategic elements included: 1. High-Impact Location – Roadblock placement ensured unavoidable exposure to daily commuters, tourists, and residents. 2. Bold Creative Messaging – Clear, compelling visuals: “From N$424.15/month + Free Apple TV.” – Simple, striking design reinforcing affordability and added value. 3. Seamless Digital Integration – Scan-to-Apply Feature: Campaign artwork carried a QR code, redirecting directly to the MTC Spectra Application webpage. – Eliminated friction by turning awareness into instant action for new customers. 4. Regional Spillover Effect – While the anchor site was Langstrand, visibility cascaded into Swakopmund and Walvis Bay, broadening impact.
Results and Emerging Impacts · Daily Visibility: Captured thousands of motorists and pedestrians at the roadblock. · Digital Conversion: QR scan feature drove direct traffic to the Spectra sign-up page. · Customer Engagement: Incentives (affordable price + Apple TV device) triggered new sign-ups. · Regional Resonance: Strengthened MTC’s coastal presence across Langstrand, Swakopmund, and Walvis Bay. · Agency Synergy: Collaboration between TBWA/Paragon and HEKAMIOUTDOOR delivered 360° integration — mobility, visibility, and digital call-to-action.
ConclusionThe “Spectra at the Coast” campaign showcased how strategic placement, bold creative, and digital integration can deliver awareness + action simultaneously. By combining high-traffic out-of-home visibility with a scan-to-apply pathway, MTC simplified the customer journey from seeing the message to signing up in real time. This campaign not only positioned MTC as the fibre leader at the coast, but also highlighted the power of mobile out-of-home to convert exposure into measurable business results.