UNLIMITED MUSIC EXPRESS by Maxus for Nokia

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UNLIMITED MUSIC EXPRESS

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Industry Mobile phones, devices & accessories, Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market India
Agency Maxus
Released September 2009

Credits & Description

Category: Best Use of Radio
Advertiser: NOKIA (NMS)
Product/Service: ONLINE MUSIC STORE
Date of First Appearance: Sep 16 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 Executive: Shagun Gupta (Maxus India)
Group Head: Chandana Chakravartti (Maxus India)
Business Executive: Arpan Priyamvada (Maxus India)
Business Executive: Akshay Chawla (Maxus India)
Business Director: K.K. Padmanabhan (Maxus India)
Senior Business Director: Soumya Ranjan Acharya (Maxus India)
Media placement: Tram Into Radio - Kolkatta Tram - 18/09/2009
Media placement: Radio Campaign - Red FM 93.5 FM Kolkatta - 12/09/2009

Results and Effectiveness
First time ever a tram became a store of live unlimited music across diverse genre. This was a true rendition of the brand proposition of unlimited music. 4,000 people boarded the ‘Nokia Unlimited Music Express’ in the three days of the activity. Over 100,000 radio listeners connected through SMS to call the Tram to a station near them and 32,000 of them registered on the ‘Nokia Music Store’ during this period. The icing on the cake came when Calcutta Tram Corporation - the board that manages the tramways decided to overturn the decision to discontinue tram services in Kolkata.

Creative Execution
Nokia rebranded a tram into the “Nokia Unlimited Music Express” and turned it into a radio station. Five tram stations where identified with each station standing for a unique music genre, for instance - “Rock” Rabindra Sadan, “Country” College Street. For three days the radio tram plied non-stop playing the “music choice of the day”, 24 hours a day. To arrive at the “music choice of the day”, people had to message to a short code 55454 and vote for a station. The radio tram drove to the station receiving the maximum SMS votes for the day. People boarded the tram and took a musical ride through the streets of Kolkata and sampled the Nokia Music Store on the laptops placed inside the Tram. For the first time ever a tram became a radio station which was a true rendition of NMS promise of unlimited music, anytime anywhere.

Insights, Strategy & the Idea
Nokia’s biggest launch in 2009 was also its first ever service portal “Nokia Music Store” (NMS). The brand wanted to position itself amongst the youth as not just a premium music device, but also as a gateway to access and download unlimited music tracks for free. Youth of today are looking for a legitimate one stop music store that can provide unlimited, multiple genre of music. Indian youth, despite their expressive modern outlook are rooted in tradition and heritage. They congregate to take up stance against the establishment that imposes threat to such intrinsic values. One such uproar happened when the government decided to remove trams from the city of Kolkata. “Trams” have plied the streets of Kolkata for over 130 years and have come to stand as a symbol for the city. Nokia used music to unify youth of Kolkata and give voice to their anthem of preservation of trams.