UNLIMITED FREE MUSIC - BE GREEDY. by J. Walter Thompson London for Nokia

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UNLIMITED FREE MUSIC - BE GREEDY.

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Industry Cell phones, Smartphones & Accessories
Media Direct marketing
Market United Kingdom
Agency J. Walter Thompson London
Art Director Sarah Levitt
Copywriter Matt Searle
Released October 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: NOKIA
Product/Service: NOKIA X6
Agency: JWT
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: JWT, London, UNITED KINGDOM
Art Director: Sarah Levitt (JWT)
Copywriter: Matt Searle (JWT)
Group Creative Director: Dave Woods (JWT)
Deputy Group Creative Director: Nick Thompson (JWT)
Creative Head Art: Paul Waddup (JWT)
Creative Head Copy: Josh Haines (JWT)
Account Manager: Sarah Hodgson (JWT)
Account Director: Sarah Doery (JWT)
Media placement: Product Launch Mailer - In-Store, Phones 4u - 20 November 2009

Describe the brief/objective of the direct campaign.
Our objective was to raise awareness of the Nokia X6 and its key entertainment features for its launch into the highly competitive mobile phone market. What's more, we were tasked to provide a clear and concise refresher of the Comes With Music service, which allows users to download unlimited music. This information needed to be conveyed to phone store staff, in the form of a product launch mailing (PLM). Our strategy was to inform store staff that they and their customers could – with unlimited music downloads – ‘be as greedy as they liked'.

Explain why the creative execution was relevant to the product or service.
Product launch mailing packs generally conform to a standard format, with little to no standout. To tie-in with the music proposition of the Comes With Music service, we presented our PLM like no other - double album record sleeves in large record bags, such as those DJs carry with them. The pack delivered a unique and original conversation starter – perfect for a brand that champions the ethos of 'Connecting People'.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our creative solution was to produce PLM packs that contained double album record sleeves, with each one including an actual 12-inch chocolate record. These edible treats brought to life our 'be greedy' strategy. Furthermore, it provided an engaging experience to grab staff interest and lead them into the other educational collateral. We also included a competition for staff to win £500 to create a party of their own. The desired outcome was that this simple mechanic would educate staff about the Comes With Music service – the Nokia X6's unique selling point.

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.
Due to popularity, the client increased their initial order of mailers by 30% to meet the demand from store staff. Sales are already higher than anticipated. And although actual figures are not yet available, early indications show that the Nokia X6 is going to be one of the biggest selling devices of the year.