Nokia Promo, Case study NOKIA INDIAFEST by Maxus India

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Industry Shows, Events & Festivals, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market India
Agency Maxus India
Released November 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: NOKIA INDIA
Product/Service: FESTIVAL
Date of First Appearance: Nov 26 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: TV - Star Network - 26th November 2010
Media placement: On Ground - Across 2400 Universities In India & Nokia Retail Stores - 15th December 2010
Media placement: Microsite - - 10th December 2010
Media placement: Social Networking Sites - Facebook, Twitter - 10th December 2010
Media placement: Radio - Radio Mirchi - 15th December 2010
Media placement: Digital - RFID Enabled Wristbands Updating Directly On Facebook - 4th February 2011
Insights, Strategy & the Idea
Nokia has been a laggard in terms of introducing product innovations, being the last entrant for all the product innovations in recent times. Youths want the latest and coolest, as they fear losing their social currency among their peer group. Nokia was perceived as boring and outdated, and youths had moved out of the Nokia fold. The biggest challenge for Nokia was to get youths back to the Nokia fold.
Youths want to create distinct identities for themselves and stand out. College festivals are the biggest stage to showcase their talent and create their identities, and Facebook the yardstick to measure their popularity and gain social currency. Nokia created a platform combining the power of college festivals and Facebook to create “Indiafest”, the biggest on-ground college fest transmitted live to Facebook, empowering Indian youth to carve out their identity. It integrated the on-ground festival with the virtual world of Facebook.
Creative Execution
The event’s 1st leg was a talent competition. 2,400 colleges participated in 28 cities. 700 participants were shortlisted for the final.
Others got the opportunity to be part of the fest through a customised retail program – ‘Nokia Earn Your Right’, accumulating points to win passes to the event.
The focal point was the dedicated website bringing together every element of the campaign. A mobile application was created that gave regular updates to registered users.
Unique RFID technology enabled wrist-bands captured the Facebook details of each individual at the final event in Goa allowing real time sharing on fun@Indiafest. Electronic receiver boxes at the event, pre-loaded with descriptions of each event enabled instant uploads by individuals to their wall feeds.
The event aired on No. 1 TV network of India-Star, reaching out to 30 million+ viewers.
The winner got a wildcard entry on the biggest reality show on the network.
Results and Effectiveness
“Nokia Indiafest”, the first festival to accomplish the unprecedented feat of bringing together 2,400 colleges across India!
Novelty of the RFID wrist-bands created huge excitement among college students and they used it continuously to update their Facebook, resulting in 59,000 Facebook updates from 4000+ participants in 2 days of the event.
Assuming an average of 300 friends per participant on the friend list, the multiplier effect was to the tune of 96 million!
Around 100,000 college kids registered on the official “Nokia Indiafest” website, taking part in the ‘Nokia Earn Your Right ‘program.
24,000 downloaded the customised “Nokia Indiafest” application.