Nokia DM WHERE ARE YOU RIGHT NOW? by Wunderman New York

Adsarchive » DM » Nokia » WHERE ARE YOU RIGHT NOW?


Pin to Collection
Add a note
Industry Mobile phones, devices & accessories
Media Direct marketing
Market United States
Agency Wunderman New York
Associate Creative Director Jennifer Leuzzi
Copywriter Efrem Oshinsky
Released March 2010

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: NOKIA
Product/Service: SMARTPHONE
Date of First Appearance: Mar 23 2010
Entrant Company: WUNDERMAN NY, USA
Executive Vice President / Chief Creative Office: Nick Moore (Wunderman)
Senior Vice President / Group Creative Director: Joanna Peña-Bickley (Wunderman)
Associate Creative Director: Jennifer Leuzzi (Wunderman)
Senior Art Director: Chris Loccisano (Wunderman)
Copywriter: Efrem Oshinsky (Wunderman)
Senior Art Director: Mitch Paone (Wunderman)
Vice President / Account Director: Alex Eisenberg (Wunderman)
Interactive Manager: Jared Berger (Wunderman)
Senior Vice President / Director of Interactive Development: Luis Hernandez (Wunderman)
Executive Producer: Venu Moola (Wunderman)
Flash Team Lead: Julio Vargas (Wunderman)
Flash Animator: Bentsi Beberashvili (Wunderman)
Senior Flash Developer: Adriaan Scholvinck (Wunderman)
Quality Assurance: Brandon Jones (Wunderman)
Media placement: Digital Media Advertising - Standard Flash, Rich Media, Push-Downs, Facebook - 23 March 2010
Media placement: In-Game Advertising - XBOX - 23 March 2010
Media placement: Facebook Application - - 23 March 2010
Media placement: T-Mobile Co-Branded Website - - 23 March 2010
Media placement: Web - - 23 March 2010
Media placement: MySpace Music - - 23 March 2010

Describe the brief/objective of the direct campaign.
In 2010, the US mobile device market was saturated with smart phones and app stores. Nokia’s market presence had dwindled to 3%. With limited retail distribution, Nokia needed to reignite their brand with the new mobile generation.

The mobile generation, teens aged between 15 and 18, jumped from 56% in 2004 to 85%. Their tribal nature had evolved from sharing with “friends” via social networks to using mobile devices to focus their connections and spend face time with their friends.

The launch of the Nokia Nuron with a powerful location-based app, Ovi Maps, fuelled an opportunity to re-introduce Nokia’s brand of Connecting People.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We began by empowering our audience to use the Nuron’s location-based social networking features to facilitate real connections between people. We started a conversation by asking a simple question.

Where Are You Right Now?

Explain why the creative execution was relevant to the product or service.
People were driven to the site by online banners that linked it straight to them. Media partnerships with MTV, MySpace, X-Box and Facebook allowed us to turn every piece of bought media into a location-based social application, which invited people to make real connections by answering Nokia’s Question.

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.
With more than 214 million impressions served, people responded enthusiastically to the question, reporting their locations to friends, family and colleagues with more than 1 million clicks, downloads, and posts.

The answers lead people to make real connections in a vibrant eco-system that created branded user generated updates to their followers.

It also led to a 6% increase in awareness of the Nokia brand.

The Nokia Nuron quickly became the #1 selling device at T-Mobile