Nokia: AMAZING TECHNOLOGY

Credits & Description:

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: NOKIA INDIA
Product/Service: PHONE
Agency: JAGRAN SOLUTIONS (http://www.jagransolutions.com/)
Date of First Appearance: Nov 15 2010
Entrant Company: JAGRAN SOLUTIONS, New Delhi, INDIA
Entry URL: http://nokian8stars.com/
Chief Operating Officer: Ambika Sharma (Jagran Solutions)
National Head: Pankaj Raj Kumar (Jagran Solutions)
Group Account Head: Rajesh Sidhartha (Jagran Solutions)
Senior Account Manager: Shaifali Agarwal (Jagran Solutions)
Senior 3D Designer: Santosh Singh (Jagran Solutions)
Art Director: Binoy Mathew (Jagran Solutions)
Senior Copywriter: Sonia Arora (Jagran Solutions)
Manager Operations: Upinder Singh (Jagran Solutions)
Media placement: Online Campaign - Www.nokian8stars.com - 15 November 2010
Media placement: Mobile Squad - Fleet On Street - 17 November 2010
Media placement: FM Radio Live Integration - Red FM, Big FM & Fever 104 FM - 17 November 2010
Media placement: Mall Activations - On Ground - 15 November 2010
Media placement: Celebrity Event - On Ground - 27 December 2010
Describe the objective of the promotion.
With the launch of its flagship mobile phone, the N8, Nokia wanted to regain their diminished market share from the War of Mobile Manufacturers in India.
Earning consumer advocacy & creating positive Word of Mouth, thereby establishing N8 as a must have gadget for style leaders was a critical success factor.
Deliver live demos, maximise reach & generate a flood of leads from the Indian sub-continent.
Describe how the promotion developed from concept to implementation.
We targeted Style Leaders to create talk points in the marketplace. We created an integrated activation: It’s amazing technology. What will you do with it? Three phases of promotion included
1: Feet on Street program wherein a squad reached to Style Leaders, demonstrated features and asked: “what will you do with it?”
2: Mall Activations wherein three zones for Music, Movies and Sports were created and the same questions were asked to the audience.
3: Celebrities from Sports, Music & Movies genre interacted with consumers online. We integrated Digital Media, PR& Radio & took the campaign to 7 top cities
Explain why the method of promotion was most relevant to the product or service.
Style Leaders drive trends for the gadgets segment. We approached them first and created user generated content in form of videos & pictures via demos of N8. We involved celebrities from the Sports, Music and Movies genres into the activation and plugged everything to Digital Media, Radio & PR. What we got out of this was a lot of buzz on the web, editorial coverage in the media and celebrity value on-ground. This all added up to make the N8 the talk of the town.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign reached out to 1.38 million consumers via 1st level of contact. 20000 consumers received personalized demos.
Activation generated more than 0.118 million hot leads.
55,000 Nokia N8 interactions were recorded due to celebrity association.
Reached to 0.116 Million people on Facebook via viral and sharing.
Cumulative Reach: 1.749 million.
Over 40 press articles generated, including cover pages of leading trade magazines with FREE PR amounting to 2 million INR.