FOUND by THE CREATIVE COUNSEL for Nokia

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FOUND

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Industry Mobile applications
Media Promo & PR
Market South Africa
Agency THE CREATIVE COUNSEL
Creative Director Rory Mclean
Art Director Mirko Arico-Torreno
Released December 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: NOKIA
Product/Service: MOBILE APPLICATION
Agency: THE CREATIVE COUNSEL
Date of First Appearance: Dec 12 2009 12:00AM
Entrant Company: THE CREATIVE COUNSEL, SOUTH AFRICA
Entry URL: http://store.ovi.com/publisher/Found/
Senior Project Coordinator: Claudette De Chermont (The Creative Counsel)
Brand Strategist: Melissa Myburgh (Unit 5)
Creative Director: Rory Mclean (Unit 5)
Art Director: Mirko Arico-Torreno (Unit 5)
Client Services Manager: Heather Moon (The Creative Counsel)
Media placement: Activation - Various Venues - 12 December 2009

Describe the objective of the promotion.
The objective was to introduce consumers to the new Found application from the Nokia Ovi Store. Found is a recommendation service that allows you to search events happening in and around your city. Consumers can search events in culture, food, film, music and nightlife. The application is a product from the Ovi store and is a platform to increase Ovi site visits, usage of maps, upgrades to maps 3 and activations of navigation licenses. In order to do this we decided to bring Found to life through activations in public areas for immediate download of Found from Ovi Store.

Describe how the promotion developed from concept to implementation
Nokia wanted to increase awareness about the Found application. We showed consumers how to “Get to the Good Things” using Found. To do this a strategy was developed that used interaction and demonstration to create interest in Found. This interest was created by bringing representations for art, film, food and music to life. The representations were live performers that were literally placed inside an ornate frame and labeled as follows, Found: Food. Found: Film. Found: Music. Found: Art. Nokia approved our concept; we built the frames, selected artists, trained brand ambassadors, booked venues and brought it to life in unexpected places.

Describe the success of the promotion with both client and consumer including some quantifiable results
The client was pleased with the outcome of the promotion. Consumers were attracted to the frames which gave the brand ambassadors opportunities to interact and fulfill campaign objectives. During the campaign the following was recorded: Number of consumer interactions – 2048 Found downloads – 315 Ovi Activations – 384 Upgrades to Maps 3 – 70 Navigation license activations – 12 Visits to the Found page on Ovi increased during the activation phase in each of the cities. Currently there are 344 Found application downloads. (We cannot establish stats on other objectives as they could be driven from other campaigns)

Explain why the method of promotion was most relevant to the product or service
This campaign was largely based on Found application downloads. We needed to have immediate activation points for consumers to get excited and involved with the promotion, which lead to education. We went directly to the target market and stopped them in their tracks to create discussions and a call to action. We went to the most popular venues in the three cities (Durban, Cape Town and Johannesburg) that Found focused on and spoke directly to the audience so that there would be immediate downloads. The activations in each of the cities were relevant and tailored to that city.