Nokia DM UV BOX by J. Walter Thompson London

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Industry Mobile phones, devices & accessories
Media Direct marketing
Market United Kingdom
Agency J. Walter Thompson London
Creative Director Paul Waddup, Josh Haines
Art Director Chris Chance
Copywriter Lewis Bish
Released March 2011

Credits & Description

Category: Retention
Advertiser: NOKIA
Product/Service: NOKIA
Board Account Director: Sarah Doery (JWT)
Account Director: Kaska Haywood (JWT)
Account Manager: Katie Loughlin (JWT)
Account Manager: Olivia Rose (JWT)
Art Director: Chris Chance (JWT)
Copywriter: Lewis Bish (JWT)
Creative Director: Paul Waddup (JWT)
Creative Director: Josh Haines (JWT)
Project Manager: Steve Hedge (JWT)
Media placement: Direct Mail - 2249 Units - Mobile Phone Retail Stores - 28th March 2011

Describe the brief/objective of the direct campaign.
The purpose of this mailing was to get our existing customers, retail staff, excited again about the range of Nokia Smartphones already on the market.

The phones were months old and store staff thought they knew everything about them. But we had more to tell them and we know they are always hungry to learn more. We decided to reveal the phones’ ‘hidden’ features – the things they didn’t hear about at launch.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created the fictional agency, the Nokia Smartphone Intelligence Unit, and treated store staff as our Agents. We sent them a new mission – find the secret features hidden within the pack using the UV torch provided.

There was also a competition to win a night as a Secret Agent for your whole store. Again they had to use the UV torch to find the answers. The client requested a response rate of 20% – extremely high for direct mail.

Explain why the creative execution was relevant to the product or service.
In order to make Nokia feel exciting and technologically-advanced, we had to use a mechanic that staff had never seen before. That’s why we chose UV.

It’s fun to use, it’s original and it’s highly engaging. We made staff feel appreciated and special by giving them the inside story as part of Nokia Smartphone Intelligence. They felt empowered, like they were discovering something not many people knew. This made them look knowledgeable in front of customers on the shop floor.

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.
The response rate to the competition was huge. 2,249 packs were sent out, 908 stores entered. That’s a 40% response rate – double what the client was expecting.

This shows that people enjoyed using the UV torch to discover new things. In fact, we know they did:

‘Just to let you know that the team thoroughly enjoyed the night out on Saturday. I thought the communication on your behalf was excellent, everything was spot on and the team have no complaints at all!’
Vodafone client, Derby