Microsoft answers Nokia’s call

Introduction

Nokia turned to Microsoft Advertising for a marketing solution to help launch the N95, a smartphone that marked the transition of mobile handsets from simple phones to pocket PCs. Microsoft boosted reach amongst the ‘Life builders’ and ‘Technology leaders’ identified as crucial to the success of the launch by a further 2 per cent. Integrating online into the overall marketing solution delivered significant uplifts in awareness and purchase intent; online proved to be a hugely complementary medium to TV and it did all this at half the cost of combining TV and press advertising.

Campaign objectives

• Increase exposure to Nokia’s key consumer segments: ‘Life builders’ and ‘Technology leaders’
• Boost awareness of the N95 and its positioning as more PC than phone
• Deliver reach cost-effectively.

Creative execution

Microsoft worked closely with Nokia to integrate the offline creative with the digital marketing solution, using a combination of MSN Entertainment, MSN Video, Windows Live Webcam, Windows Live Hotmail and Windows Live Spaces to deliver reach amongst the key audiences.

Results

• Combining TV advertising with a digital marketing solution through Microsoft delivered an additional 2 per cent reach amongst the target audience
• Brand consideration and preference increased by 10 and 12 percentage points respectively, compared to a combination of TV and press
• Spontaneous awareness of the N-Series and the N95 both increased by 2 percentage points versus a TV and press combination
• Buying intent for the N95 rose by 5 percentage points versus TV and press combined.

Nokia connects with Smartphone audience using Microsoft