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Nokia 5800 Marketing.pdf

  1. 1. Painting the Town in Playlist Stripes Nokia 5800 Marketing Bangladesh Company Confidential 1 © 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials
  2. 2. Campaign Objective To create hype and excitement about the new Nokia 5800 XpressMusic Implementation Teaser Drive to stores Purchase Pre-Order Campaign Teaser & Pre-Order Campaign Duration: 24 December 2008 – 10 January 2009 Single-minded proposition: “Nokia 5800 XpressMusic is the ultimate music phone” 2
  3. 3. The Target Audience: The Playlist Generation For XpressMusic: • For N5800: • Youth – both male and female • Aged 20-35 – both male and female, • Aged 15-24 primarily urban • Anyone who listens to music, loves music, • Tech stylists and Young Explorers collects music, shares music, and/or makes • Financially comfortable – mostly music university goers approaching • Socially active graduation or young working • They are found in: professionals with an optimistic view towards their future • Education institutions, in post-secondary education, colleges or universities • Influencers/opinion-leaders for the • Neighbourhood tea stalls core music TG • Eateries/fast-food joints • Musicians, aspiring musicians, • CD/DVD selling outlets anyone whose pastime is spent listening to music and sharing it with • Shopping malls others in their social circles 3
  4. 4. The Marketing Mix Product Price Promotion Place • Nokia 5800 • Introductory price • First 100 Buyers to • 21 outets during get BH604 first week of sales XpressMusic comes of MRP BDT with 22,996 • Chance to win start BOSE home • 4 Nokia Stores • Unique media bar for • BDT 23,950 from fast touch access to theaters for 5 • 1 Shop-in-Shop photos, images, Feb 1 consumers who • 16 Nokia vidoes, internet and have preordered Premium Partners friends • Localized offering • 29 General Retail A • Contacts bar with of new Warfaze (GRA) outlets from history and updates for album exclusively February 1 4 favourite people available on N5800 • Stereo sound (from March); first • 3.2” touch-screen such initiative in display Bangladesh • 3.2 megapixel camera • 8GB inbox memory card 4
  5. 5. Campaign Touchpoints Above-the-line Below-the-line Print OOH TV Radio Online Retail Seeding Activation PR Visual PR RJ endorsements Owned media: Regular POSM: Warfaze band Consumer event replacement in •Mobi •Poster members on April 14 plus existing billboards sales start •Brandsite •Cube activations •Pre-order page •Brochure •Product pgs •Countertop •Wobbler Press ads 2/3 building Thematic TVC Media launch •Google & Yahoo Others: Brand reps in 2 music vans •Thematics wraps in playlist net •BP uniform campuses •Pick-up in Dhaka stripes •IAC viral city to go to youth •Promo •Lanyard hotspots and Innovation in Bashundhara Thematic TVC + Radio: •Plasma campuses lifestyle mall staircase bundling add-on touchscreen •Thematic magazines with •Prod same comms. •Unreleased demonstrators Warfaze tracks •Expeirence pods •Wallbays Stackable speaker cubes Weekly TV Nokia playlists on Consumer event program for air every day on April 14 plus engagement sales start activations Weekly radio Company Confidential program for engagement 5
  6. 6. Lead up to Sales Start: Mechanics Radio Print Out-of-Home Retail Call Center Nokia.com.bd Pre-Order Preorder Flash Page Pre-Order Database eDM and SMS to announce pre-order collection/purchase of phone • Pre-order customers driven to stores to Launch purchase the Nokia 5800 XPM on day of launch Drive to Store 6
  7. 7. Print (Adaptations) – Product Announcement Reinforcement through FM (Radio) • Endorsements by Radio Jockeys • Localization of global radio commercial • Ended with call to action: “log on to nokia.com.bd/preorder” 7
  8. 8. Out-of-Home Bashundhara Nokia Store Mall (largest Building Branding mobile-selling in Dhanmondi area in Bangladesh) Staircase 8
  9. 9. Out-of-Home (Continued) Building Branding in Busy Youth Hub 9
  10. 10. Out-of-Home (Continued) Reflective cut vinyl was used for communicating product features on billboards as lighting them is not allowed in order to preserve electricity 10
  11. 11. POSM Adaptations of globally developed material with local KSPs Posters, brochures, countertop cubes, table- talkers, wobblers and hanging mobiles placed along with live demo products and display equipment/dummies 11
  12. 12. Shop Fascias 29 GRA outlet fascia changeover from generic Nokia branding for focused pre-hype 12
  13. 13. Call Center • +8801817142222 open from 9am till 9pm every day (Dec 25 – Jan 10) • 3 call center operators worked in shifts for: • Disseminating product information • Pre-ordering on behalf of potential consumers • Call to consumers who have pre-ordered in order to filter 100 consumers for launch party: • Set of questions on music answered by consumers • Best answers to determine invitees 13
  14. 14. Pre-ordering Online banner ad on www.nokia.com.bd www.nokia.com.bd/preorder 14
  15. 15. Nokia Brandsite Banner Brandsite Banner to announce drive to pre-order page. Banner indicates that pre- order customers will get a free Nokia Bluetooth Stereo Headset BH-604 and a chance to win a BOSE home theater system when they pre-order the Nokia 5800 XpressMusic. 15
  16. 16. Pre-order Registration Form PLAY Media Bar – Music tab: Highlight access to music, videos and games. 16
  17. 17. eDM for Claiming Preorder Promotion eDM sent to Nokia Connections database. First 100 buyers to come with printout of this eDM got BH-604 headsets and a chance to win BOSE home theaters. Date sent: 15 January 2009 17
  18. 18. Getting the Ducks Lined Up for Sales Start Brand Promoters trained in two sessions with GM, Marketing, Retail and Sales conveying the messages from “License to Sell” 18
  19. 19. Sales Start Day: January19, 2009 Press ad placed upside down on front pages announcing the launch in a way that made the product identifier look like a masthead above the regular creative 19
  20. 20. Queue in front of Bashundhara in anticipation of sales start at 10am 20
  21. 21. The queue in front of Shoppers World NSIS; Started from 10pm the previous night, hundreds queued up by 7 am for sales start at 10 21
  22. 22. Keeping the crowd engaged: Serving drinks and chocolates, interviewing the experience, street performances by magician 22
  23. 23. Additional counters were set up and queues were maintained in an orderly manner through volunteers on the day for faster and more efficient service Queue inside outlet The entrance 23
  24. 24. The first sale Entrance, Nokia Store, Bashundhara Live Demo Nokia GM in conversation with the 24 first buyers
  25. 25. Performance by Outlet on Sales Start Day 25
  26. 26. Off-take By Outlet Till Date 26
  27. 27. PR Coverage 5800 Launch became the talk of the Town 27
  28. 28. Lots of people put up their experience on facebook profiles and added to the buzz after purchase 28
  29. 29. Targets Vs. Achieved (After Three Weeks of Pre-hype campaign) Targets Achieved (in first two days of sales start) Volume of 1000 units/month Off-take of XXXX units Pre-order total target was 1000 Valid preorders without duplication 2200+ Call-ins for call center: 1000 Total calls received: 3100; pre-orders through call center: 460 Conversion into purchase from number of Conversion into purchase from number of eDMs sent on first day: 5% eDMs sent on first day: XX.X% PR value generation of BDT 1 million PR value generated was BDT X.XX million In a country where the ASP hovers around USD 40, sale-out of a device worth more than USD 300 in the first day was XXX units 29
  30. 30. Activities To be Continued (Till April 14) • 20 second global TVC: first spot of each break • 10 second local offering with Warfaze songs bundling on product (look and feel in line with global TVC, just usage of different playlist and artist logo and images) • Sponsored TV program • Sponsored radio program, RJ endorsements and commercials, “song branding” • Online banner advertising on Yahoo! and Google networks • Print ads with Warfaze bundle offer communication • OOH presence with “Coming soon” removed and insert of Warfaze bundle offer communication • Activation from campuses and youth hotspots • Alternate retail activation 30
  31. 31. Television • Thematic global TVC + add-on of local content • 1- hour live weekly TV program with celebrity appearances • MC to host show and educate about playlistism; indoor studio to be in playlist stripes • Celebrities share their favorite playlists of Bangla music (duration about 30 mins) • Consumers can call-in for chit-chats and sharing their fav. Playlists (duration about 20 mins) • Call to action for further engagement on radio SMS to 5555 the name of the song you would like to hear on the Nokia playlist and get the chance to win a N5800 ( duration about 5 mins) 31
  32. 32. Radio with Consumer Engagement Platform (To be Continued till June End) • RJ endorsements from Jan 1, communicating pre-order site and adapted global commercial • Live program hosted by Warfaze on March 5, announcing launch of their best playlist with launch of N5800; opening of consumer engagement program: “SMS your fav song name to 5555, and make the Nokia playlist; get the chance to win a N5800 every week” • Global RDC on air from Jan 15 plus snippets of unreleased track from Warfaze saying “only available on the Nokia 5800” • 10 songs based on consumer SMS to be played throughout the day every day with the consumer engagement message and revealed to be in the Nokia playlist chosen by the listeners (message to fade in and fade out while the song is on air) • 1 hour weekly radio program with music celebs sharing • Their personal fav playlists (duration 30 mins) • Top songs from consumer generated playlist over the week (20 mins) • 5 mins for callout to weekly winner • Celebs to ask listeners to view their favourite music videos on TV program 32
  33. 33. Online Advertising 33
  34. 34. The Playlists Van 34
  35. 35. Ongoing Activations at Youth Hubs DJ playing music from van at campus canteen, live demo by brand prmoters 35
  36. 36. “Coolest Kid on Campus”Activation • To recruit 2 brand advocates from each of 3 campuses with appropriate TG • Get them enrolled into “loaner program” whereby they get to use latest Nokia devices and spread word-of-mouth, collect database and induce sales through referrals Voting through Nokia short- code of 5555: some students even printed leaflets and advertised for voting them 36
  37. 37. Alternate Retail Activation • Positioning activity at 10 lifestyle outlets frequented by TG: eateries, CD/DVD stores, fashion outlets in malls; data collection point from future direct marketing • Trade offering: sales margin as per regular channel • Consumer offering: cross-promotion with outlet for BDT 1000 worth voucher from that store upon purchase of a Nokia 5800 XpressMusic Voucher with perforation for data collection 37
  38. 38. Making the Activations Drive to Retail • Coupons from each activation point color-coded differently for redemption of Nokia shirt upon product purchase • Tracking of activation results possible through collection of coupons from retail 38
  39. 39. Thank You 39