IMAGIN8 STUDIO by One Green Bean Sydney for Nokia

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IMAGIN8 STUDIO

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Industry Cell phones, Smartphones & Accessories
Media Promo & PR, Case study
Market Australia
Agency One Green Bean Sydney
Released September 2012

Credits & Description

Category: Best Integrated Campaign Led by PR
Advertiser: NOKIA
Product/Service: NOKIA N8
Managing Director: Kat Thomas (One Green Bean)
Senior Account Director: Lauren Bailey (One Green Bean)
Experiential Director: Jodie Couzens (One Green Bean)
Digital Communications Strategist: Matt Kendall (One Green Bean)
Senior Account Manager: Jess Makin (One Green Bean)
Account Manager: Erin King (One Green Bean)
Media placement: Announcemnet Press Release - AAP Exclusive Syndicated To Online Newsites Including Smh.com.au, Ninemsn - 8th October 2010
Media placement: Social Media - Teaser Video On YouTube, Facebook Promotion Goes Live, Blogger Outreach Conducte - 8th October 2010
Media placement: Press Conference To Launch Media Tour, Unveil The Set And Invite The Public To A - Inc. Channel 7 News, Channel 10 News, Sunrise Breakfast TV, Dailytelegraph Onlin - 20th October 2010
Media placement: Public Photo Shoot Held In Sydney - Inc News.com.au, Daily Telegraph, - 21st October 2010
Media placement: Public Photo Shoot And Photo Call Held In Melbourne - MX Melbourne, Herald Sun, Heraldsun.com.au - 23rd October 2010
Media placement: Social Media - ImagiN8 Facebook Gallery Goes Live - 21st October

Summary of the Campaign
Focused on reclaiming credibility in the fiercely competitive smart phone category, Nokia asked us to deliver mass media coverage and spark conversations around the launch of the N8 handset.
We decided to hero the handset’s one standout feature - its superior photographic capabilities.

We brought internationally acclaimed photographer David LaChapelle to Australia to shoot members of the public exclusively with the N8 smart phone in the ImagiN8 Studio, a set designed by LaChapelle himself. With these two world firsts taking place in Australia, we anticipated huge interest from the media and public alike.

A press conference launched the initiative, following which LaChapelle undertook an intensive interview schedule to promote the two one-day shoots in Sydney and Melbourne. Hundreds of people queued for the chance to have LaChapelle take their picture, which were instantly uploaded to the Nokia Facebook gallery to motivate participants to share them via their own social networks.

The campaign generated mass media coverage across print, TV, radio and online. The total reach exceeded 12.5 million.
We set out to double the volume of online conversations around the N8, but we more than tripled share of voice online, delivering significant word of mouth around the campaign.

The Situation
Competition in the handset category is more intense than ever.
Blackberry and Apple in particular were winning the hearts and minds of Australians, and rapidly increasing market share as a result.
Previously, Nokia had suffered enormously from trying to communicate too much and this has lead to a lot of confusion in the market.
For this campaign we needed to focus – communicating a singular, credible message that would stick.

We also needed to invest in a campaign that would elevate the Nokia brand and drive mass press coverage and buzz in both established and emerging channels of influence.

The Goal
- Reclaim Nokia’s credibility in the smart phone category
- Initiate talkability and shape perception that ‘Nokia is back’
- Bring the handset features to life in way that has never been done before
- Help influencers experience the N8 in a way that persuades purchase

Consumer segmentation ensured we focused on two audiences: 'technology stylists' and 'young explorers'.Technology stylists are 25-34, white collar, heavy commuters who have a high Internet usage for social contact. Young explorers are under 24, hectic socialisers who use experiences to make new connections and look to their peer group for advice.

The Strategy
One key insight shaped our thinking; in such a fiercely competitive category, we knew it would be vital to demonstrate the credentials of the handset, to legitimately go up against the iPhone and Blackberry.
The N8 has one stand out feature – its superior imaging functionality. We felt the opportunity was obvious; make this the hero.

Our idea:
Bring internationally renowned photographer David LaChapelle to Australia, and have him shoot members of the public exclusively with the N8 smart phone in the ImagiN8 Studio, a purpose built set designed by LaChapelle.

We knew LaChapelle had never shot members of the public before, nor had he shot images using just a mobile phone.
With these two world firsts taking place in Australia, we anticipated there would be huge interest from the media and public alike.

Execution
Activity was split into two phases:

1. LaChapelle pre-buzz
LaChapelle filmed a video of himself using an N8 handset announcing the initiative, which was first given to two media outlets exclusively, before it was seeded via blogger outreach. He also did an interview with the Australian Associated Press, which was syndicated nationally. The NomiN8 Facebook competition launched, ensuring the initiative had a national footprint.

2. LaChapelle in market
A press conference at the Sydney ImagiN8 Studio launched the initiative, following which LaChapelle undertook an intensive interview schedule to promote the two one-day shoots in Sydney and Melbourne. The ImagiN8 Studios were located in high footfall areas to ensure maximum public exposure and hundreds of people queued for the chance to have LaChapelle take their picture, which were instantly uploaded to the Nokia Facebook gallery to motivate participants to share them via their own social networks.

Documented Results
The campaign generated mass media coverage across print, TV, radio and online.
The total reach exceeded 12.5 million, with 100% of coverage including the primary key message and around two thirds containing the secondary key messages.
The pre buzz activity reached nearly 2 million people alone, motivating over 1,000 people to enter the NomiN8 Facebook competition and delivering over 20,000 views on the LaChapelle video announcement via YouTube.

Media from every major news channel and outlet attended the press conference in Sydney, resulting in the event being covered five times in national news programming across 3 networks on launch day.

In terms of motivating talkability, we set out to double the volume of online conversations around the N8, but social media monitoring demonstrated that we more than tripled share of voice online. From a sales perspective the campaign exceeded forecast and helped Nokia achieve 128% of target for that quarter.