WHITE LINES by J. Walter Thompson London for Nokia

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WHITE LINES

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Industry Mobile phones, devices & accessories
Media Promo & PR
Market United Kingdom
Agency J. Walter Thompson London
Creative Group Head Paul Waddup
Art Director Chris Chance, Dean Jones
Copywriter Andy Green, Lewis Bish
Designer Gavin Howell
Released June 2009

Credits & Description

Category: Ambient Promotion: Large Scale
Advertiser: NOKIA
Product/Service: N97
Agency: JWT
Date of First Appearance: Jun 24 2009 12:00AM
Entrant Company: JWT, London, UNITED KINGDOM
Copywriter: Andy Green (JWT)
Art Director: Dean Jones (JWT)
Art Director: Chris Chance (JWT)
Copywriter: Lewis Bish (JWT)
Group Creative Director: Dave Woods (JWT)
Deputy Group Creative Director: Nick Thompson (JWT)
Creative Group Head: Paul Waddup (JWT)
Account Group Head: Dominic Evans (JWT)
Account Director: Rebecca Dicker (JWT)
Designer: Gavin Howell (JWT)
Media placement: Ambient - Mobile Phone Retail Outlet - 24 June 2009
Media placement: Point Of Sale - Mobile Phone Retail Outlet - 24 June 2009

Describe the objective of the promotion.
The Nokia N97 is a state-of-the-art mobile telephone. One of the handset's key features is the customisable home screen, which can be personalised with up to five live feeds, allowing customers five constant streams of live information - from news and weather to social networking updates. Retail outlet 'Phones4u' had exclusive rights to sales of the white colour variant of the handset. Our objectives were to dramatise the key benefits of the handset, as well as the white water rafting promotion, in order to drive footfall into store, encourage customers to ask for a demonstration and ultimately, to drive sales.

Describe how the promotion developed from concept to implementation
The idea was to demonstrate the key feature of the device - five live streams of live content through the phone to wherever you are. This was brought to life by taking objects that symbolised geographical diversity, such as sun loungers and bus stops, painting them white and them placing them outside shopping centres, in order to attract attention. Then, white lines (or streams) linked the white object to further activity inside the shopping centre and ultimately to a giant version of the N97 phone, inside the Phones 4u store. Promotional staff positioned along the lines offered handset demonstrations.

Describe the success of the promotion with both client and consumer including some quantifiable results
The launch of the new Nokia N97 white coincided with the hotly anticpated release of Apple's new 3G version of their iPhone, so any activity was up against stiff competition. Despite this, customers asked staff for an average of 50 demonstrations per store. Sales greatly exceeded targets over the launch weekend, with an incredible 4,480 units sold. Positive feedback from Phones 4u store managers included: 'Totally beyond expectations. It just shows the power of Nokia', Portsmouth Store manager 'We've had great footfall and smashed targets. I couldn't be happier', Birmingham store manager.

Explain why the method of promotion was most relevant to the product or service
The handset proposition was at the heart of all activity, with the promotion fuelling further interest and engagement. The idea of 'five live streams to wherever you are' was brought to life by the diverse mix of white objects being linked via 5 streams of white floor stickers to the store and up to a giant interactive version of the handset. A chance to win a 'white water rafting adventure' competition was used to drive traffic into store and to further reinforce the exclusivity of the white version of the N97 handset.