NAVIGATION VOICE OF 2009 for Nokia

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NAVIGATION VOICE OF 2009

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Industry Cell phones, Smartphones & Accessories
Media Promo & PR
Market Hungary
Released November 2009

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: NOKIA/ T-MOBILE HUNGARY
Product/Service: NAVIGATION ENABLED PHONES
Agency: HD Group Kommunikációs Ügynökség Kft.
Date of First Appearance: Nov 9 2009 12:00AM
Entrant Company: HD Group Kommunikációs Ügynökség Kft. , HUNGARY
Entry URL: http://d.mito.hu/projects/nokia/evhangja2009eng
Managing Director: Zsolt Urban (HD Group Kommunikációs Ügynökség)
Creative Director: Gyula Halász (HD Group Kommunikációs Ügynökség)
Client Service Director: Endre Korentsy (HD Group Kommunikációs Ügynökség)
Art Director: Gergely Asztalos (HD Group Kommunikációs Ügynökség)
Account Manager: Dóra Szuromi (HD Group Kommunikációs Ügynökség)
Graphic Designer: Dávid Maczó (HD Group Kommunikációs Ügynökség)
Technical Manager: Mihály Lakatos (HD Group Kommunikációs Ügynökség)
Media placement: Website - Homepage - Www.evhangja2009.hu - 08. November 2009.
Media placement: Banner - Interactive - Www.port.hu, Www.iwiw.hu - 12. November 2009.
Media placement: Banner - Normal Flash - Www.facebook.com - 12. November 2009.
Media placement: Facebook FanPage - Http://www.facebook.com/evhangja2009 - 12. November 2009.
Media placement: Banner - Facebook Video ADV - Www.facebook.com - 12. November 2009.
Media placement: Radio Spots - 4 Kinds - Radio 1 - 9. November 2009.
Media placement: Radio Morning Show - Content Sponsorship - Radio 1 - 23. November 2009.
Media placement: A3 Indoor Print - Pubs, Shopping Malls - 12. November 2009.
Media placement: A0 Indoor Poster - Gyms - 12. November 2009.
Media placement: A5 Press Ad - Pesti Est And 9 Other Est Programme Magazines - 16 November 2009.

Describe the objective of the promotion.
The aim of the campaign was to position Nokia as “The” producer of navigation enabled phones by bringing mobile navigation closer to people, and to sell these phones through T-Mobile.

Describe how the promotion developed from concept to implementation
The Navigation Voice of the Year was an idea the client fell immediately in love with. We defined the microsite as the base of the whole competition and the internet as the most important channel. As the campaign required some contribution from consumers, using social media seemed to be a relevant tool too. So after we found our strategic web-partner, the campaign immediately took shape. But since it was a “voice-based” promotion, we also involved a countrywide radio as strategic partner. We believe that these generated real traffic at the site, the printed ads only helped the awareness.

Describe the success of the promotion with both client and consumer including some quantifiable results
The promotion was successful for both clients: Nokia and T-Mobile too. We got well over 10 000 registered users, and more than 1 000 entries, which is a great number for a country like Hungary. What we are most proud of is the time people spent at the site: it was over 7 minutes in average, which is impressive considering that it was a promotional site. We are happy to have been able to bring a promotional campaign with such interesting content into life.

Explain why the method of promotion was most relevant to the product or service
The products we needed to promote were navigation enabled mobile phones and the service in line with that was the mobile navigation. As we approached mobile navigation from its voice side, we needed consumers to give their voice to it, in the form of narrating a navigational route. Internet was a relevant tool for that. People needed a computer with a microphone to accomplish the task and have a chance for the main prize - the money. As for the radio it was an excellent additional tool for creating a hype for mobile navigation and gain additional on air entries.