Nokia 5800 XpressMusic mobile phone case study

Nokia
Nokia Creates a Viral Buzz with PE Campaign

Nokia sought a new and exciting way to reach young audiences when launching its Nokia 5800 XpressMusic mobile phone in Indonesia. With Windows Live™ Messenger Personal Expressions, Nokia engaged its target users with dynamic features that strengthened product and brand awareness while reinforcing the company’s position as a major user of the latest technology.

Campaign Objectives:
Nokia wanted to:

• Launch the Nokia 5800 XpressMusic mobile phone in Indonesia
• Engage the young target audience of 18-24 year olds in an interactive manner
• Differentiate the Nokia brand by using the latest technology

Campaign Details:

Nokia had worked with Microsoft Advertising in the past, and had enjoyed using the latest technology available through Microsoft platforms to run exciting and attention grabbing campaigns. 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.

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 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.



 

Solution

• Nokia, Interactive Indonesia and Microsoft Advertising created a campaign that involved:
• A co-branded banner and text link in the Windows Live Messenger
• application linked to a Nokia microsite
• Personal Expressions tools including backgrounds and emoticons which captured the fun of Valentine's Day
• Numerous banner expansions and a clickthrough rate which was above the industry average of 7-9 percent

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 which 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.