Nokia Promo, Case study MILLIONS OF FREE SONGS by J. Walter Thompson Sao Paulo

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market Brazil
Agency J. Walter Thompson Sao Paulo
Creative Director Roberto Fernandez David
Art Director Andrea Siqueira | Rinaldo Ferrarezzi
Photographer Christian Madrigal
Account Supervisor Decio Freitas
Released May 2009

Credits & Description

Category: Best Use of Magazines
Advertiser: NOKIA
Product/Service: NOKIA 5800 MOBILE PHONE
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: JWT BRAZIL, São Paulo, BRAZIL
Chief Creative Officer/Creative Director: Mario d'Andrea (JWT)
Creative Director: Roberto Fernandez (JWT)
Creative Director/Copywriter: Andrea Siqueira (JWT)
Art Director: Rinaldo Ferrarezzi (JWT)
Photographer: Christian Madrigal
Art Buyer: Renata Sayão (JWT)
Art Buyer: Cris Bertella (JWT)
Account Director: Rodrigo Toledo (JWT)
Account Supervisor: Decio Freitas (JWT)
Head of Planning: Ken Fujioka (JWT)
Planner: Guega Rocha (JWT)
Planner: Caio Delmanto (JWT)
Media placement: Magazine - Insert - 01/05/2009

Results and Effectiveness
- Best week in terms of sales at the Nokia store in 2009. There were 500 consumers in the store on a single day. - We had 60,000 visitors at the product’s website and online sales set a new record

Creative Execution
The magazine was delivered to subscribers wrapped in plastic. When the reader opened the wrapping, he/she would see the Nokia ad with the following text: “Millions of songs have just fallen in your lap. And for free.”

Insights, Strategy & the Idea
To launch the new Nokia 5800 that comes with millions of songs with free download, we used a special ad that impacts the reader with hundreds of songs that fall from the magazine once it’s opened.