Nokia Promo, Case study NOKIA LUMIA LIVE by Mission Public Relations

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market United Kingdom
Agency Mission Public Relations
Released November 2011

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: NOKIA UK
Product/Service: LUMIA 800
Founder/Director: Nicola Stephenson (Mission Public Relations)
Director Of Marketing: Jon Nichols (Nokia UK)
Director (Experiential): Jd O'lone (Mission Public Relations)
Technical Director: Neil Keane (Mission Public Relations)
Director (Global): Moira Breslin (Mission Public Relations)
Director (Consumer Public Relations): Ruth Barley (Mission Public Relations)
Director (Digital): James Allan (Mission Public Relations)
Head Of Brand/Campaigns: Adam R Johnson (Nokia UK)
Communications Manager: Mark Hindle (Nokia UK)
Media placement: Consumer PR - pre-event interviews, pre-event social media drip feed, media hosting at event - 01 Nov - 12th Decemeber 2011
Media placement: Event - Millbank Tower, London - 28th November 2011
Media placement: Broadcast - Interview placement, feature pieces and news pieces on the event - 28th Nov - 29th Nov 2011
Media placement: Trade PR - Tech media interview placement, Events media interview placement, comprehensive - 28th Nov - 31st Nov 2011
Media placement: Social Media - Deadmau5 Tw/fb, Nokia Tw/fb/yt - 20th Nov - 12th Decemeber 2011

Summary of the Campaign
To support launch the first Nokia Windows phone, the Lumia800, in the UK, we created and executed a landmark outdoor experience on a never-seen-before scale.

The integrated campaign had to amplify and embody Nokia’s new global brand values, the 'Amazing Everyday' marketing concept and aesthetic as well as appeal to the handset’s target market – 20-30-year-old m/f urbanites.

It specifically had to bring to life the name of the device, ‘Lumia’, in the execution.

Without a truly competitive handset to the iPhone or some Android devices, Nokia had fallen out of the younger markets' consciousness.

With the launch of an entirely new, and genuinely competitive product, Nokia needed to create a moment of genuine interest to reignite that awareness in order for the considerable ATL activity to be considered at all.

To do this, we created a concept that took the client and their audience out of their comfort zone in both scale and genre, permanently altering the British perception of Nokia amongst 20-30-year-olds.

We recruited world-renowned producer, deadmau5 to perform an exclusive free show from the roof of Millbank Tower, SW1 London to 15,000 spectators on both sides of the river and transformed the iconic building itself into an animated 3D backdrop.

The event was announced through extensive press coverage as well as multiple video teasers to mobilise the artist’s existing fan base and fuelling online conversation through speculation of event details as the date, time, location and artist was drip-fed out over 3 weeks.

The Situation
Nokia UK has suffered from a declining market share of smartphone users in the EU.

Following the partnership with Windows Phone and the creation of the Lumia800, the brand needed to earn an unavoidable volume of positive conversation amongst target consumers in the UK - in line with a global re-brand and significant ATL campaign.

Nokia needed to prove itself to an unengaged market; Nokia is back, Nokia is serious about its new values and very proud of its new product - the Lumia Windows Phone.

The Goal
Before launch, market research proved that young (18-30-year-old) smartphone users were the least likely to consider any Nokia product when renewing handsets. As the Lumia range is built for that market segment, this market insight informed the campaign concept entirely - becoming the goal itself.

The Goal:

Permanently shift the perception of Nokia amongst 20-30-year-olds in the UK.

The Objectives:

Generate 1m YouTube views of the event
Generate £10m in media value
Convert advocacy and interest into retained consumer access through Facebook
Reaffirm Nokia as a competitive handset manufacturer

The Strategy
In order to reach and influence the right market demographic, we had to choose the most appropriate performing artist. Using a combination of social media insight, proven social advocacy, recent press coverage/media value - we ruled out a number of high-profile, globally recognised DJs and producers.

Deadmau5 was chosen because of his highly engaged community, his relevance toward the 18 - 30yr old demographic and the expected SEO and talkability value of an anticipated new album soon after the Nokia Lumia Live event.

We then explored a shortlist of possible buildings that would lend themselves well to projection mapping in scale and recognition as a landmark. Due to its dominant but solitary position along the Thames, Millbank Tower was chosen to become the stage and visual backdrop for the event.

Drive Productions were commissioned to create a 3-minute 3D animation to fit with the new Nokia brand guides: 'Amazing Everyday'.

Whilst the original concept remained the same throughout, as part of a much larger campaign by Nokia, Lumia Live [as an event] had to remain relatively fluid in design and execution until very close to the launch date itself.

As the launch of the Nokia Lumia 800 was the first handset to be born out of the Windows Phone partnership, we had to work closely and fluidly with a global creative agency, as the revised brand guides and language were still changing whilst the planning for the launch event was underway. This affected the animation treatment as well as the pre-event PR messaging.

It was also crucial that, as the launch of the broader campaign, Nokia Lumia Live was executed in line with the beginning of the ATL roll-out - a date that remained unconfirmed until only 1 month away from launch.

Documented Results
Following Nokia Lumia Live, all initial targets were reached:

To date, the official video has 3.6m views (with an additional c.1m in UGC)
The video was the 2nd highest viewed branded piece of content on YouTube for 1 week
The campaign generated £7.2m of UK-only media value (evaluated by Metrica) with an estimated £4m in unevaluated international media
Within the week of the launch event, NokiaUK welcomed 70,000 new Facebook fans

Most importantly, Nokia received improved responses to all market research questions amongst the target demographic - with a new high in number of participants that stated that they would seriously consider Nokia when changing their smartphone.