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”
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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
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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
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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
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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
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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”
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8. Out-of-Home
Bashundhara Nokia Store
Mall (largest Building Branding
mobile-selling in Dhanmondi
area in
Bangladesh)
Staircase
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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
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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
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12. Shop Fascias
29 GRA outlet fascia
changeover from generic Nokia
branding for focused pre-hype
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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
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14. Pre-ordering Online
banner ad on
www.nokia.com.bd
www.nokia.com.bd/preorder
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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.
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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
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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”
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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
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20. Queue in front of Bashundhara
in anticipation of sales start at
10am
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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
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22. Keeping the crowd engaged:
Serving drinks and chocolates,
interviewing the experience, street
performances by magician
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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
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24. The first sale
Entrance, Nokia Store, Bashundhara
Live Demo
Nokia GM in conversation with the
24 first buyers
27. PR Coverage
5800 Launch became the talk of the Town
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28. Lots of people put up
their experience on
facebook profiles and
added to the buzz after
purchase
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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
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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
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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)
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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
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35. Ongoing Activations at Youth Hubs
DJ playing music from
van at campus canteen,
live demo by brand
prmoters
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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
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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
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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
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