Nokia Design & Branding SERIOUS MUSIC CHARTS by J. Walter Thompson Vietnam

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SERIOUS MUSIC CHARTS

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Industry Mobile phones, devices & accessories
Media Design & Branding
Market Vietnam
Agency J. Walter Thompson Vietnam
Executive Creative Director Andy Soong
Creative Director Hasnah Mohamed Samidin
Art Director Nguyen Phuongthao, Doan Thien Huong
Released November 2010

Credits & Description

Category: Posters
Advertiser: NOKIA
Product/Service: NOKIA OVIMUSIC
Agency: JWT VIETNAM
Date of First Appearance: Nov 4 2010
Entrant Company: JWT VIETNAM, Ho Chi Minh City, VIETNAM
Executive Creative Director: Andy Soong (JWT)
Creative Director: Hasnah Mohamed Samidin (JWT)
Art Director: Nguyen PhuongThao (JWT)
Art Director: Doan Thien Huong (JWT)
General Manager: Luis Morelos (JWT)
: Client (JWT)
Media placement: Poster Animal Kingdom - Nguyen Kim, Thien Hoa, Gia Thanh - 04 Nov 2010 - 04 Mar 2011
Media placement: Poster Scale Of Badness - Nguyen Kim, Thien Hoa, Gia Thanh - 04 Nov 2010 - 04 Mar 2011
Media placement: Poster Country Songs - Nguyen Kim, Thien Hoa, Gia Thanh - 04 Nov 2010 - 04 Mar 2011
Media placement: Poster Rick Astley - Nguyen Kim, Thien Hoa, Gia Thanh - 04 Nov 2010 - 04 Mar 2011
Media placement: Poster Weather - Nguyen Kim, Thien Hoa, Gia Thanh - 04 Nov 2010 - 04 Mar 2011
Media placement: Poster Big Nations - Nguyen Kim, Thien Hoa, Gia Thanh - 04 Nov 2010 - 04 Mar 2011
Media placement: Poster Discography Of Love - Nguyen Kim, Thien Hoa, Gia Thanh - 04 Nov 2010 - 04 Mar 2011

Describe the brief from the client
Revive Nokia's position as a serious player in the 'music phone' category by getting music lovers on their side.

Describe the challenges and key objectives
For the past 3 years, Nokia's popularity within the music phone category has been slipping.

To arrest the decline, the brand has been creating a wide range of music apps [Shazam, DJ Moodplayer, Zing MP3, etc] to satisfy the needs of music lovers. In fact, new apps are created and added to Nokia Ovi every week. This makes individual app communication costly.

[Nokia Ovi is similar to iTunes]

The objective was to drive music lovers to this treasure trove of Music apps [Nokia Ovi], and discover for themselves just how much Nokia can feed their passion [for music].

Describe how you arrived at the final design

Because our target are primarily young [teens to early twenties], our campaign needed to reflect and appeal to their aesthetics. At the same time, we also wanted the campaign to dramatize Nokia's extreme obsession with music.

The solution: create charts based on serious analysis of music, yet present them with a touch of humour, via strong, clean, graphic lines which are very much in favour with the Vietnamese youth today.

Give some indication of how successful the outcome was in the market
Since the campaign was launched, traffic to the Nokia Ovi has increased significantly.
And while the number of purchases is still lower than free apps downloads, it is growing nevertheless.

The number of new registrations however, have doubled compared to the same time last year.