NOKIA: MIDAS TOUCH

Credits:

Type of Entry: Use of Media
Category: Best Use of Radio
Title: MIDAS TOUCH
Advertiser/Client: NOKIA INDIA
Product/Service: NOKIA 5800 XPRESSMUSIC
Entrant Company: MAXUS INDIA Gurgaon, INDIA
Media Agency: MAXUS INDIA Gurgaon, INDIA
Creative Credits
Name Company Position
Kingshuk Mitra Maxus Delhi Business Director
Akhil Padman Maxus Delhi Group Head
Mausumi Kar Maxus Delhi GM
Details
Results and Effectiveness:
Nokia 5800 XpressMusic station had close to 10000 Radio Jockeys (RJ) every time it went live i.e. every Saturday between 5-9 PM. Conventionally, a radio station has one or two RJs but the whole process of experiencing the product transformed everyone into a RJ as they played their own songs. There were 55000 brand demos with 6000 people registering to buy the phone. There were 10.1 million listeners who were a part of this station. This created a perfect rendition of the brand proposition of Touch Play Share.
Creative Execution:
Radio Station loaded on to Nokia 5800:- For the first time ever, the whole programming of the Radio Station was loaded onto a huge live touch screen replica of the Nokia 5800 XpressMusic. The radio station was transported from the studio to the fingers of its listeners. The listeners were asked to come to a mall on a specific time every Saturday for five weeks. They were pleasantly surprised to find that their radio station had transformed into a touch screen replica of Nokia 5800. The music playlist of the radio station was touched & altered by the listeners themselves. Any song they touched went live on-air on radio signifying the POWER of TOUCH. People who couldn’t make it to the venue would call up the station and ask their acquaintances to touch a song on their behalf. The phone was also displayed at the Nokia XpressMusic station.
Insights, Strategy and the Idea:
Nokia recreates the famous “Midas Touch”:- Nokia launched 5800 XpressMusic which rode on the “Touch, Play, Share” platform of Music. The brand wanted to position itself among the youth as a premium music device, emphasizing the “POWER OF TOUCH”. The key insight was that every single youth today is like King Midas. He wants to change everything around him; as per his wish. Midas was a King who wished that everything he touched changed into gold; he truly symbolized the POWER of TOUCH. What if a brand granted youth the “Power of Touch”? Nokia 5800 XpressMusic recreated the famous Midas Touch. It gave youth the power to change the music programming of his favorite radio station by a mere TOUCH. The idea was to let youth run their favorite station, as they wished & share this feeling of change with millions of other listeners.