Client: Nokia
Country: Indonesia
Industry: Consumer Electronics - Telecommunications
Agency: Interactive Indonesia
Target Audience: 18-24 year olds
Solutions/Products: Windows Live Messenger
Objectives: Launch the Nokia 5800 XpressMusic mobile phone in Indonesia to target market in an interactive manner
Results: The campaign generated strong results, increased brand awareness, and helped to cement Nokia’s position as a technology leader
Background/Challenge:
Connecting with the audience
Nokia was preparing the launch of the Nokia 5800 XpressMusic, a touch-screen mobile phone with a range of multimedia features including music and video, in Indonesia. In a highly competitive mobile devices market, Nokia wanted to ensure the Nokia 5800 XpressMusic marketing campaign would differentiate the brand and position Nokia as a provider at the leading edge of mobile technology. The campaign was aimed at a target audience of 18 to 24 year olds.
With close to half a million users on Windows Live™ Messenger in Indonesia and 42 percent of that audience falling within the target 18-24 age group, the Nokia marketing team recognized that Microsoft® Advertising was the best solution to help them promote the features of the Nokia 5800 XpressMusic to the local audience.
Solution:
Working closely with Microsoft Advertising, media agency Interaction Indonesia and creative agency Magnivate, Nokia devised an innovative campaign that leveraged the large number of target users on Windows Live Messenger and timed to run for one month from early February to leverage the occasion of Valentine’s Day.
Romancing the audience
The Personal Expressions (PE) campaign featured Valentine-themed emoticons and winks of the Nokia 5800 XpressMusic mobile phone for the audience to use when chatting to their friends on Windows Live Messenger. Users could also set Nokia 5800 XpressMusic backgrounds for their chat windows, which played music when the windows were opened. To access the downloads for backgrounds, emoticons, and winks, users simply had to click either a text link in a chat window or the co-branded half banner in the Windows Live Messenger application, which would direct them to the Nokia 5800 XpressMusic microsite.
“The results of this campaign have been phenomenal and we were very impressed by the response that it generated.”
– Eka Anwar, Marketing Manager, Indonesia Representative Office for Nokia Pte Ltd.
The Nokia 5800 XpressMusic campaign would bring some exciting firsts: Nokia was the first mobile devices company to use the Windows Live Messenger platform, and the first in Indonesia to incorporate PE elements in an online advertising campaign. Nokia realized that this approach would help them to strengthen the company’s position as a major innovator in the use of technology.
Results:
Demonstrating leadership
The Nokia 5800 XpressMusic PE campaign enabled Nokia to reach their target audience of 18-24 year olds during their daily interaction with friends. By using this familiar platform, Nokia has enjoyed greater brand awareness among the community of Windows Live Messenger users in Indonesia. As Nokia took a pioneering approach by running the first PE campaign in Indonesia, the company was able to capture the initial excitement for the new way of using Windows Live Messenger. Nokia has also reinforced its leadership position by using the latest platforms to reach out to its target audience.
Going interactive
The campaign resulted in a high number of downloads of the PE kit and a click-through rate that was above the industry average of 7-9 percent, with a large percentage of the audience accessing the co-branded banner advertisement in the Windows Live Messenger window. With Nokia’s use of the PE downloads, Windows Live Messenger users were exposed to the Nokia 5800 XpressMusic through familiar rich media features like emoticons, winks, and dynamic backgrounds. The innovative use of music served as another exciting draw for the young Windows Live Messenger audience in Indonesia. The PE elements of the campaign also encouraged viral interactivity, as users could share their favorite features with their online friends.
The final analysis
Using Windows Live Messenger as its advertising platform in Indonesia enabled Nokia to reach the young audience it was targeting with its Nokia 5800 XpressMusic campaign through a familiar medium, which many people use on a daily basis. As a result, the campaign generated strong results, increased brand awareness, and helped to cement Nokia’s position as a technology leader.
“Using Personal Expressions on Windows Live Messenger enabled us to reach our target audience during their daily interaction with friends in the form of a fun and exciting campaign. It also encouraged them to interact and share our brand so we could achieve viral interactivity. The results of this campaign have been phenomenal and we were very impressed by the response that it generated,” commented Eka Anwar, Marketing Manager of the Indonesia Representative Office for Nokia Pte Ltd.