Nokia Promo, Case study N8 PC MISSING by Maxus India

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market India
Agency Maxus India
Released October 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: NOKIA INDIA
Product/Service: MOBILE PHONE
Date of First Appearance: Oct 11 2010
Entrant Company: MAXUS INDIA, Gurgaon, INDIA
Business Director: Akhil Padman (Maxus India)
Business Executive: Shagun Gupta (Maxus India)
Group Head: Abhik Chanda (Maxus India)
Client Servicing Leader: Kingshuk Mitra (Maxus India)
Investment Director: KK Padmanabhan (Maxus India)
Associate Business Director: Megha Pahwa (Maxus India)
Investment Director: Manish Nagar (Maxus India)
General Manager: Mausumi Kar (Maxus India)
Business Manager: Ravi Shekher (Maxus India)
Business Manager: Parul Pandhoh (Maxus India)
Group Head: Gauri Sharma (Maxus India)
Group Head: Traptika Chauhan (Maxus India)
Investment Manager: Jyoti Tater (Maxus India)
Business Executive: Aashish Khokhar (Maxus India)
Group Head: Shaily Suneja (Maxus India)
Media placement: Social Networking Sites - Twitter - 11th October 2010
Media placement: Horizontals on the web - MSN - 12th October 2010
Media placement: Earned Media - News & Radio channels - 11th October 2010

Insights, Strategy & the Idea
Smartphone space has been taken over by iPhones and BlackBerrys.
In this scenario Nokia planned to launch Nokia N8, a full touch all in one multimedia device.
Nokia hoped to regain technology and market leadership in the premium segment and reinstate youth appeal.
The hook however was not the technology, but the challenge to consumers to demonstrate what they could do with this technology.
Youth in metros of India gain social currency by owning the latest and the coolest technology. Facebook and Twitter have changed the way youth are living and defining their lives, making them believe that every moment of their lives is ‘shareable’, ‘likeable’ and ‘comment’ worthy.
Paid media doesn’t operate in the ‘hub and spoke’ model of sharing and is often preachy, so it doesn’t resonate with them.
Launch idea was to offer youth an intriguing and buzz-worthy digital experience in the social networking space.

Creative Execution
We made Priyanka Chopra, a popular Indian movie actress and celebrity with maximum followers on Twitter, disappear!
The stunt began with a radio station leaking the news of her non-appearance for the morning show. ‘Priyanka missing’ became the hottest topic of discussion on radio, TV and social media networks.
Frantic fans tweeted for her response. She started to tweet after a while. She tweeted, uploaded her pictures and videos for the next 2 days making people wonder how she was staying connected. Media started covering her tweets LIVE. She asked fans to log onto a dedicated microsite to chat with her and win a N8 by guessing her location.
She surfaced two days later on the ‘Live Webcast’ of Nokia N8 launch and started showcasing her experiences with N8 during the period of her disappearance. Media and public went agog.
The brand launched exclusively on the backbone of this stunt!

Results and Effectiveness
First time ever that only Social Media was used to launch a brand.
We created a new template of celebrity advertising, using the celeb only in the social media space.
Priyanka Chopra’s fan-base grew by 15%!
Huge viral of ‘LIVE-Webcast’ with 100,000+ views with average time-spent of 18 minutes per viewer.
150,000 visits to N8 landing-page, 51,000 search queries on launch day alone!
10,500 people participated via chat and contests during 1 hour of the live webcast.
9,000 pre-bookings were made for Nokia N8 with 1,200 from the LIVE webcast alone.
Unconventional launch with ‘EARNED MEDIA’ only re-instated Nokia as the technology leader.