CONTENT TURNS TV INTO FACEBOOK by Maxus for Nokia

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CONTENT TURNS TV INTO FACEBOOK

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Industry Cell phones, Smartphones & Accessories
Media Promo & PR, Case study
Market India
Agency Maxus
Released July 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: NOKIA
Product/Service: NOKIA 6700 CLASSIC
Date of First Appearance: Jul 15 2009 12:00AM
Entrant Company: MAXUS INDIA, Gurgaon, INDIA
General Manager: Mausumi Kar (Maxus India)
Business Director: Kingshuk Mitra (Maxus India)
Business Manager: Abhik Chanda (Maxus India)
Group Head: Akhil Padman (Maxus India)
Business Manager: Farida Saherwala (GroupM ESP)
Business Director: Dalip Daniel (GroupM ESP)
Business Executive: Karan Rao (GroupM ESP)
Business Manager: Kirti Khanna (GroupM ESP)
National Director: Vinit Karnik (GroupM ESP)
Investment Director: Kavitaraj Sharma (Maxus India)
Media placement: TV Campaign - 20 TV Channels - 15/07/2009
Media placement: Digital Microsite - Www.nokiameetskaminey.com - 12/07/2009
Media placement: Digital Banners - Yahoo!!, Rediff, 7 Other Major Websites - 15/07/2009
Media placement: TV Tune In Promo - 10 TV Channels - 02/08/2009
Media placement: TV Episodes - Zee TV - 09 & 10/08/2009

Results and Effectiveness
Hitherto, movie tie-ups meant tag-on co-branded promotions with movie releases and were more about the movie and less about the brand. Nokia created India’s first ever advertiser funded movie integration, unprecedented in impact. 10,000 picture stories were uploaded, 55,000 people commented on these, demonstrating “Pictures get us talking”, 3.5 million viewed the TV episodes. Nokia turned TV into ‘Facebook’. The television rating for this series was 15% higher than what the regular programmes on this slot garnered, demonstrating stickiness and consumer engagement. This branded content became the launch pad for Nokia’s biggest imaging initiative in 2009.

Creative Execution
The star-cast of ‘Kaminey’, Priyanka Chopra and Shahid Kapoor invited participants to log on to www.nokiameetskaminey.com and upload their ‘three-picture story’ which were both ‘WICKED’ and ‘FUNNY’. Priyanka started, by uploading her behind-the-scene wicked moments from the movie. Five of the best picture stories were shortlisted by Shahid and Priyanka. The shortlisted contestants came on air in a two-part series on National TV, to narrate and enact the story behind their pictures. The star-cast and director of the movie judged these stories on air to crown ‘INDIA KA SAB SE BADA KAMEENA’, India’s Wickedest. The best storyteller became the proud owner of a Nokia 6700 and bagged the right to an exclusive photo shoot on UTV’s forthcoming movie production. The activity was executed in phases culminating in the TV series. Television, Internet and cell phones invited participation. The TV show was heavily promoted through Zee TV Network and Radio.

Insights, Strategy & the Idea
Camera is the most in demand feature in cell phones. Yet, brands restricted themselves to rational feature related communications. ‘Picture Sharing’, as a concept was not popular. People were satisfied with just clicking pictures and keeping them stored in their cell phones. The objective of Nokia 6700 launch was to propel people to DO MORE with their cameras, moving imaging from clicking to sharing pictures. Cell phones capture candid moments, each with a story to tell. Sharing these pictures with closed groups on social networking sites, like ‘Facebook’, has become second nature for people. These pictures start conversations.This insight led to“NOKIA 6700- PICTURES GET US TALKING”, an activation idea around the Bollywood Movie ‘Kaminey’ (The Wicked). The star-cast of the film kicked off the campaign on National TV inviting people to share their wicked and funny pictures clicked with cell phones and compete for the title of ‘India’s Wickedest’.