Strategy:The last thing that one can expect from a cellular service provider is bringing them TV programmes on their phones. Hutch has made that possible and our communication strategy refurbished the same idea. Replace your TV with your phone.Idea:TV on your mobile.Execution:How do you communicate to Hutch subscribers about this great service?Mail them a TV box. When the subscriber opens it, he finds a mailer giving product details and subscription information on Hutch TV.

Results:After the mailer was sent to the existing GPRS users, there were numerous requests for upgrade from GPRS to EDGE at the Hutch Customer Care Centres.