Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Product/Service: NOKIA OVI SERVICE
Agency: WUNDERMAN NEW YORK
Date of First Appearance: Jan 18 2010 12:00AM
Entrant Company: WUNDERMAN NEW YORK, USA
Entry URL: http://for-your-consideration.com/ovi/
Chief Creative Officer: Nick Moore (Wunderman)
Senior Vice President / Group Creative Director: Joanna Pena-Bickley (Wunderman)
Associate Creative Director/Writer: Jennifer Leuzzi (Wunderman)
Senior Art Director: Chris Loccisano (Wunderman)
Senior Art Director: Jason Cohen (Wunderman)
Writer: Efrem Oshinksy (Wunderman)
Media placement: Video Widget - N/A - January 18, 2010
Media placement: Twitter Widget - N/A - January 18, 2010
Media placement: Facebook App - Facebook - January 18, 2010
Media placement: Banners - Nokia Websites - January 18, 2010
Media placement: Blog Posts - Nokia Blogs - January 18, 2010
Describe the brief/objective of the direct campaign.
In 2009 Nokia launched the Ovi Store, its mobile applications platform. The challenge was to introduce the world's 1 billion Nokia phone owners to the Ovi Store, inspire them to download applications for their phones.
The Ovi Store turns a Nokia mobile device into a smart phone. This news is compelling not only to Nokia phone owners, but also noteworthy to anyone shopping for a smart phone.
Explain why the creative execution was relevant to the product or service.
Today's mobile consumer expects an immediate connection and gratification from their phones and services. To create a real-time experience – the power of the Ovi store was brought directly into the rich media so people could have an instant connection. The open API's(application programming interface) of multiple online social media platforms were utilised so people could share their Ovi experience in their personal online social media (Twitter, Facebook, Photobucket, etc.) . Online social media transformed the message into a movement.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution started with a universal consumer insight: in a connected world people share what they love with their phones. Share the ♥ (Love / Ovi) branded this behaviour to Nokia. Online social media transformed the message into a movement.
The Tweet What You ♥ (Love) widget uses Twitter's open api to send automated Ovi tweets to influencer’s followers. The Share The ♥ (Love / Ovi) video widget used photobucket's open api, allowing user's to upload photos and share the video on 200 social media platforms. Widgets and rich media brought the power of the Ovi Store into its interface.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In January 2010 the campaign launched with 70 Nokia owned proprieties in 150 countries. In the first two weeks there were over 25,000 acts of ♥ (Love / Ovi).
The Direct marketing titled SHOW YOUR NOKIA PHONE SOME LOVE was done by Wunderman New York advertising agency for product: Nokia OVI Maps (brand: Nokia) in United States. It was released in the Jan 2010.