Nokia Print CAPTURE LIFE LIKE THE MOVIES by J. Walter Thompson London

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Industry Mobile phones, devices & accessories
Media Print, Magazine & Newspaper
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: Durable Goods
Advertiser: NOKIA
Product/Service: NOKIA
Copywriter: Lewis Bish (JWT)
Art Director: Chris Chance (JWT)
Creative Director: Josh Haines (JWT)
Creative Director: Paul Waddup (JWT)
Project Manager: Shauna Perkins (JWT)
Board Account Director: Sarah Doery (JWT)
Media placement: Direct Mail - 3000 Units - Mobile Phone Retail Stores - 11th March 2011

Describe the objective of the promotion.
The objective of the campaign was to drive sales of the Nokia N8 in all mobile phone operators (existing customers). Nokia's target was 50,000 sales in the first week (double their sales targets for their previous most successful smartphone launch).

We had to engage, excite and educate store staff, driving brand advocacy for Nokia N8.

Communicate key selling points with HD 720p video capture as the lead feature.

We bought the cinematic capabilities of the Nokia N8 to life for retail store staff with a PLM pack. Focusing on HD video capture, while still highlighting its other key selling points.

Describe how the promotion developed from concept to implementation.
We created the line ‘Capture Life Like the Movies’ because making HD movies wasn’t just in the hands of Hollywood directors – it was for everyone.

The box resembled a film crew member's case. Inside there was a soundboard with interactive play buttons. When pressed, the audience heard the voice of the iconic movie trailer VO, Mr Redd Pepper, announcing the KSPs (Key Selling Points) of the Nokia N8, Hollywood-style.

Embedded into the soundboard was either a USB stick with Nokia N8 content or an actual live device.

Under the soundboard there was a treasure trove of movie-inspired goodies.

Explain why the method of promotion was most relevant to the product or service.
Store staff had never been sent a soundboard, so this innovative approach helped them see Nokia as cutting-edge technology leaders.

This new dimension to a normally flat communication clearly demonstrated the key feature of the Nokia N8 – the 720p HD video recording.

It was even used on the shop floor as an innovative sales tool.

Describe the success of the promotion with both client and consumer including some quantifiable results.
We achieved the objectives of educating and engaging staff in retail stores across all operators with a tangible effect on resulting sales.

• 18,112 devices sold in the first weekend.

• Week 1: 49,205 units sold generating over £17m in revenue – just below Nokia’s very ambitious target.

Feedback from stores:
• "Very different from other manufacturer PLM packs – the soundboard, especially, was something unique and even used as a sales tool in store."

• “ We are selling loads and after this pack, we’ll sell so much more.”

• “Best PLM pack ever.”
-Three Mobile