How Digital Umbrella built a brand from zero and turned a government subsidiary into a nationally mandated digital success story.
Digital launch & brand building
Established ONE Network's presence across all major social media channels from zero. Developed a clear brand voice, visual identity guidelines, and a content strategy to educate Pakistani commuters about MTag's value.
Nationwide awareness campaigns
Ran multi-platform campaigns highlighting time savings, convenience, and environmental benefits — reaching millions of daily commuters through targeted digital content, paid promotions, and engaging storytelling.
Crisis-to-opportunity: lane discipline campaign
When social media backlash emerged over express lane misuse, we pivoted quickly — launching a lane discipline campaign that reinforced MTag's value while supporting fine-based enforcement messaging. Turned negative sentiment into brand authority.
Lucky draw — a grand engagement push
Organized a high-visibility lucky draw at ONE Network with a brand new car as the grand prize. The activation dramatically spiked MTag registrations, generated massive organic reach, and re-energized public interest across Pakistan.
Digital Umbrella didn't just run campaigns for us — they truly understood our mission. From building our digital presence from the ground up to navigating the challenges we faced with public perception, their team was strategic, responsive, and deeply committed. The lane discipline campaign was a turning point, and the lucky draw activation exceeded all our expectations. We are proud of what we achieved together, and the government's decision to mandate MTag is a testament to the awareness they helped us create across Pakistan.
