A case study on the on-ground activations for the launch for Nokia\'s WeMeet mobile application.

1. Nokia We Meet A Campaign Analysis Delhi & Chennai The pilot campaign Proprietary of Denave India Pvt. Ltd.

2. What’s “We Meet”??? A mobile application made by Nokia Research Center, Palo Alto, California. An app that enables you to create groups and send sms to them in one go at the cost of just one single sms. Proprietary of Denave India Pvt. Ltd.

3. Why “We Meet”??? Breaks the geographical barrier - Enables you to send sms to a group of people anywhere in India. Freedom from GPRS – Gives you the freedom from high data charges by being an sms based chat service. Cell phones’ darling – At 303KB, WM saves space, simplifies the load of your sms inbox, convenient threaded view, real time location updates of sms sender. Auto Login – The first time you register on the app on your mobile , no sign in or login required for the subsequent app usage. Sync Functionality – Allows you to synchronize and automatically downloads your messages upon login on a new cellphone, enabling you with the freedom of changing handsets without losing the messages. Multiple phone choices - Unconventionally, WM works on any Nokia phone of version 3.0 or higher, i.e. usually any phone that has Bluetooth™. Proprietary of Denave India Pvt. Ltd.

4. The task in hand Launch of the app for the first time ever in Indian Market. Create a new identity for the brand. To create an awareness and buzz around the latest in social networking and IM services and yet prove a difference in features. Highlight the features and have multiple registrations with active usage on the app. To have the findings of user acceptance and patterns and analyze the same for NRC to create and improve other apps already in the pipeline. Proprietary of Denave India Pvt. Ltd.

5. Our idea… Delhi and Chennai chosen over other cities as researches recorded highest sms usage here. To promote the app full-on to the end users and educate them on usage and features. To have all round BTL penetration into the Indian market. Create awareness and buzz on the online space. Proprietary of Denave India Pvt. Ltd.

6. Target Group Demographics Cities – Delhi (NCR) & Chennai. Timeframe – May to June Category – A+, A & B+ Age Group – 16 to 40 years of age Income Group – HIG & MIG Handset type – Nokia ver3.0 or higher Proprietary of Denave India Pvt. Ltd.

7. Target Group Psychographics College students who interact with friends circle. Corporate people handling or a part of a team. People who love to stay connected and uses a lot of Social Networking. Client Servicing and Service Oriented Industry personnel. Users sms-ing on Festival Days. Proprietary of Denave India Pvt. Ltd.

8. Approach BTL Markets – Malls, Amusement Parks, Multiplexes, Metro Rail Complexes, Cafés. Institutional – Colleges, Corporate complexes. Online Web link – www.wemeetnokia.com E-mailer – To online referrals and corporate employees. Proprietary of Denave India Pvt. Ltd.

9. The Creatives Designing and modifications Proprietary of Denave India Pvt. Ltd.

10. Our Point of view To have something decent yet be on the same page with the youth TG. Bright and prominent with fewer communication. Crisp and clear communication for an easy grasp. A punch line that suits the app. Proprietary of Denave India Pvt. Ltd.

12. The punch line “Spread the Word” went very well with the app that we were dealing.Proprietary of Denave India Pvt. Ltd.

13. Other Printing Collaterals Proprietary of Denave India Pvt. Ltd.

14. The Flier Proprietary of Denave India Pvt. Ltd.

15. Standees Proprietary of Denave India Pvt. Ltd.

16. Danglers Proprietary of Denave India Pvt. Ltd.

17. Wobblers Proprietary of Denave India Pvt. Ltd.

18. Merchandise The gifts that we gave away… Proprietary of Denave India Pvt. Ltd.

19. The We Meet Branded Gifts Key Chains Flashlights Universal Chargers Magic Mugs Reebok T-shirts Proprietary of Denave India Pvt. Ltd.

20. Below the Line Activations The mediums and their usage Proprietary of Denave India Pvt. Ltd.

21. Mall Activations In Mall Setup and Activations Proprietary of Denave India Pvt. Ltd.

22. The malls selected Delhi (NCR) Shipra Mall – Ghaziabad, UP Ambience Mall – Gurgaon MGF Metropolitan Mall – Gurgaon The Great India Place – Noida City Square Mall – Delhi West DLF Mall – Saket SRS Mall – Faridabad Pacific Mall – Ghaziabad Chennai Ampa Skywalk – Aminijikarai Citi Centre – Mylapore Proprietary of Denave India Pvt. Ltd.

24. Technical Team downloaded the app to the mobiles of users

25. Emcee engaged the TG with games and gave out We Meet branded merchandise.Proprietary of Denave India Pvt. Ltd.

26. By far the best BTL medium in terms of Brand visibility, mileage, user acceptance and numbers of registrations. A perfect blend of college youth, corporate crowd and family crowd. Footfalls touching 25,000 on weekends ensured we grabbed a huge amount of eyeballs. Proprietary of Denave India Pvt. Ltd. How we fared there ?

27. The numbers count… Around 600,000 eyeballs were grabbed during the Mall activations in both the City. Over 55,000 users were educated about the app and it’s features. Over 20,000 Registrations done on the app in just 6 weekends. Approximately around 5000 people participated in the games played at the download zones. Proprietary of Denave India Pvt. Ltd.

28. Market Activation Mediums Multiplexes, Amusement Parks & Metro Railway Stations Proprietary of Denave India Pvt. Ltd.

29. Places Selected Delhi PVR – Select Citywalk PVR – Ambience Mall Metro Station – Vishwa Vidyalaya Chennai PVR – Ampa Skywalk Sathyam Cinemas – Royapettah Queensland Amusement Park – Poonamalle High Road Proprietary of Denave India Pvt. Ltd.

30. Market Activations Setup Proprietary of Denave India Pvt. Ltd.

31. Why multiplexes and amusement parks??? With the release of much hyped movies like Kites & Ravaan during the campaign, we thought it necessary to catch the multiplex crowds. End of School exams and summer vacations added on to the crowd numbers in these places. A few showers and the advent of monsoons was a relief and major reason for rush at amusement parks. Proprietary of Denave India Pvt. Ltd.

32. Facts & Figures… Somewhere close to 250,000 people came to know about the brand. Around 3500 people registered to the service. We Meet went on to have a great impact on the consumers. Usually people dwell in these places in groups and that’s exactly what we needed. Users in groups also meant actual regular usage of the service since all the people in the circle had registered on the services. Proprietary of Denave India Pvt. Ltd.

33. On-Ground Snapshots Chennai & Delhi (NCR) Proprietary of Denave India Pvt. Ltd.

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38. Institutional Activations Colleges and Corporate Complexes Proprietary of Denave India Pvt. Ltd.

39. Tapping the roots of knowledge Delhi Convergys – Gurgaon Logix Techno Park – Noida Birla Soft – Noida Venkateshwara College – Delhi South Gargi College – Delhi South Chennai Tidel Park – Adyar Acendas - Adyar Proprietary of Denave India Pvt. Ltd.

40. And we succeeded !!! The students and youth liked the application very much. A lot of people spread the word and brought their friends along so that they can also be a part of the gang. Close to 2500 people registered to the service. Proprietary of Denave India Pvt. Ltd.

41. Café & Youth joints Café Coffee Day outlets Proprietary of Denave India Pvt. Ltd.

42. Were We Meet brewed Delhi (NCR) Connaught place Green Park Lajpat Nagar GK 1, M Block CP Radial Road, A Block Chennai Alsa Mall Chennai IIT Campus Kottivakkam – OMR Besant Nagar Beach Anna Nagar Proprietary of Denave India Pvt. Ltd.

43. What we did at CCD outlets? At CCD outlets we placed Blue Casting transponders. Once the promoter convinces the user, the transponder detects the device and sends the compatible application to the mobile. Proprietary of Denave India Pvt. Ltd.

44. What is BlueCasting ??? Blue casting is a proximity marketing tool which enables brands to deliver content and applications to Blue tooth enabled mobile phones. A blue cast is generally provisioned by a Bluetooth Kiosk a physical server provisioning the digital media over Bluetooth to interested devices. Bluetooth Kiosks are generally located in public spaces such as malls, bars or mass-transit terminals.

45. Proprietary of Denave India Pvt. Ltd.

46. Online Campaign Our Webpage www.wemeetnokia.com Proprietary of Denave India Pvt. Ltd.

47. The homepage Proprietary of Denave India Pvt. Ltd.

48. What we can do there??? On the webpage one can login by simply creating a user id and a password. The process is simple and involves only a few steps. Once registered, the user can download We Meet to his PC and then to his mobile. A user can also take part in several contests running on the webpage and win prizes. Also the referral program gives the user a chance to win cool branded gifts. Proprietary of Denave India Pvt. Ltd.

49. The login page Proprietary of Denave India Pvt. Ltd.

50. The download page Proprietary of Denave India Pvt. Ltd.

51. Who registered??? Mostly College students & Corporate Employees. No. of members till date – 2805* No. of People who participated in the online contests – 500* Proprietary of Denave India Pvt. Ltd. *Figures as of 13 July, ’10. (11:40am)

52. Overall Campaign analysis What had us rolling & what went wrong ??? Proprietary of Denave India Pvt. Ltd.

53. The Key Learnings The app was widely accepted by all. The features that were highlighted by the on-ground team was good enough for the people to stand in queue and download the app. Strong feedbacks came in from people about how the app would benefit their lives. Proprietary of Denave India Pvt. Ltd.

54. Technical Glitches We Meet was successful amidst a certain technical glitches. Major network providers Reliance Communication (CDMA & GSM) didn’t support the usage of the app. Most of the network providers had problems some time or the other on app usage – mostly on registrations. Registrations took time, in some cases more than a day to get approval. Tata Indicom CDMA didn’t support We Meet. MTNL & BSNL Cell One supported the app but was very slow. Users faced problems when more than one sms charges were deducted. Group creation was not up to the mark as they’re were huge problems on approval time. In some cases only a handful received the sms whilst the others didn’t. A certain phones like N70 and 7210 showed certificate errors when installations were happening. Proprietary of Denave India Pvt. Ltd.

55. Some Facts we noticed… Proprietary of Denave India Pvt. Ltd. 0.9% 4.9% 6.9% 31.3% *All Figures based on people surveyed during the on-ground campaign

56. How often do they sms ? Proprietary of Denave India Pvt. Ltd. 13.7% 15.4% 70.9% *All Figures based on people surveyed during the on-ground campaign

57. No. of sms sent in a day… Proprietary of Denave India Pvt. Ltd. 36.3% 24.9% 11.6% *All Figures based on people surveyed during the on-ground campaign

58. How often do you avail GPRS services? Proprietary of Denave India Pvt. Ltd. 14.4% 31.4% 30.5% 7.6% 16.1% *All Figures based on people surveyed during the on-ground campaign

59. How do you rate We Meet? Proprietary of Denave India Pvt. Ltd. 29.1% 34.7% 35.8% 0.4% *All Figures based on people surveyed during the on-ground campaign

60. How do you communicate ??? Proprietary of Denave India Pvt. Ltd. 19.7% 44.6% 10.7% 24.9% *All Figures based on people surveyed during the on-ground campaign

61. Whom do you communicate with? Proprietary of Denave India Pvt. Ltd. 3.1% 4.9% 11.2% *All Figures based on people surveyed during the on-ground campaign

62. What are the problems of Group Chat??? Proprietary of Denave India Pvt. Ltd. 6.8% 9.4% 51.9% 31.5% *All Figures based on people surveyed during the on-ground campaign

63. FeedBack How people supported us Proprietary of Denave India Pvt. Ltd.

64. What we (over)heard… “I wish I had a Nokia Phone!” Some people from Sony Showroom – “You guys are doing an activity near our stall and the app doesn’t run on our phones. This isn’t fair” A SBI Manager – “We can use this app to manage our client relations effectively.” “Why does Nokia discriminate on it’s phones. It should be on all types of Nokia made.” “When is NRC coming out with an all-phone-app???” “How lucky, Nokia Guys!” Cognizant’s IT Manager – “This app can be path breaking if used properly” Proprietary of Denave India Pvt. Ltd.

65. What Trends we noticed… People wanted to use this app, especially youth and the corporate officers. The only place where the app got a hit was in the fact that all network providers are given low cost free sms packs. In these cases we communicated that the app adds user friendliness. Also communicated was the existence of Blackout days when the app is effective. Proving all our apprehensions wrong, people accepted the fact that they are charged for one STD sms (For Delhi & Chennai). Proprietary of Denave India Pvt. Ltd.

66. Trends (cont…) A certain people asked the technical assistants about the charges for download. In Delhi, their approach was such they wouldn’t mind paying around Rs.10-15 for a download. In Chennai, however, people were skeptic about the charges before going ahead. Placing a charge for using the app would surely not help currently as the app is not that popular other than the two cities we had hit. Pre-loading the app in new Nokia Phones might help in wider reach but the fight will be to make them use, which can achieved by well planned marketing approach. Proprietary of Denave India Pvt. Ltd.

67. Trends (Cont…) Although, a non Nokia user can also use WM by being a text client, the process in pretty complicated. A person switching his phone to Nokia just for WM might not be a reality right now, since people look for some other features before going for a purchase. Proprietary of Denave India Pvt. Ltd.

68. Moving Ahead… Spread the word Proprietary of Denave India Pvt. Ltd.