Category: Best Localised Campaign
Advertiser: NOKIA
Product/Service: NOKIA CORPORATE
Media Agency: MAXUS INDIA, Gurgaon, INDIA
General Manager: Mausumi Kar (Maxus)
Client Leader: Kingshuk Mitra (Maxus)
Business Manager: Shagun Gupta (Maxus)
Business Group Head: Abhik Chanda (Maxus)
Business Manager: Anoop Verghese (Maxus)
Associate Business Director: Megha Pahwa (Maxus)
Business Group Head: Traptika Chauhan (Maxus)
Business Executive: Aniket Basu (Maxus)
Business Executive: Abhishek Grover (Maxus)
Business Executive: Ravi Rajotia (Maxus)
Business Group Head: Shaily Suneja (Maxus)
Business Manager: Tonmoy Baruah (Maxus)
Business Executive: Manas Jyotidas (Maxus)
Business Manager: Meghna Mathur (Maxus)
Business Executive: Ashish Bajaj (Maxus)
Business Manager: Megha Ahuja (Maxus)
Business Executive: Deeksha Rajpal (Maxus)
Investment Director: Ksrinivas Rao (Maxus)
Investment Director: Padmanabhan Kk (Maxus)
Media placement: Radio Campaign - Fever 104 FM - 8 April 2011
Media placement: Outdoor Engagement - Kolkata (Paras) - 8 April 2011
Media placement: Digitial - Facebook - 10 April 2011
Media placement: Digital - Hungama Application - 10 April 2011
Media placement: Digital - Mobile WAPsite - 10 April 2011
Insights, Strategy & the Idea
Patriotism is best portrayed by Indians at war or at a cricket match! Remarkably, the national spirit of the game was fragmented to fans cheering for their respective state teams in the most entertaining format ever - Indian Premier League (IPL). With its surging popularity it breaded increased stress levels amongst players. To abate this, Nokia & its association with Kolkata Knight Riders (KKR) designed the campaign theme as “Tension Mat Le Yaar”.
Brands associated with state teams limited their campaigns to a particular region. To efface the geographic limitation, Nokia KKR decided to go national with their regional campaign. The objective was to increase the fan base of KKR beyond Kolkata. A radio led campaign saw its amplification branched out on social networking.
We sought a platform where a “Celebrity KKR Player followed You” on suggestions to ebb stress levels. Target audience, primarily youth acquired social currency through this recognition.
Creative Execution
“Local Radio Went National” – Partnering with the FEVER104FM in Kolkata, we urged people to de-stress team KKR. The local radio campaign was amplified nationally through social networking, mobile wapsite and a song dedicator application.
We hosted live screening of KKR matches in community parks. Tension-free audio and video bytes taken from the event were then posted on Facebook, igniting conversations around the campaign theme. A Mascot was also created on Radio who embodied a wacky KKR fan who gave tips to the team and engaging the listeners!
An exclusive application that facilitated fans to dedicate songs to their favourite players was posted not only on fan’s wall but also on player’s wall. This enabled the “Celebrity Player” to follow their fans on Facebook. Simultaneously, the dedicated song went live on radio.
The mobile WAPsite helped users to give Tension free ideas. Registrations were highest among other digital properties used.
Results and Effectiveness
Fever 104 FM’s Facebook page became a shrine not only for the Kolkatans but also for the team’s supporters from other cities, enabling a spark which started off in Kolkata to spread in the entire country like a wildfire.
KKR’s fan base increased by a whopping 53%! Nokia got recognised as a strongly associated brand in IPL4 and the top recalled brand with 61% brand recall - much ahead of the ground and on-air sponsors.
Brand consideration increased from 79% to 81%. On Facebook we had over 4 lakh exposures and 19,134 song requests going on KKR team player’s wall.