Cutting Through

With Today’s Youth

The Competitive Landscape

Nokia: Consumer Segmentation Mapping

* Confidential

The importance of Youth

Youth Insights – Engaging Them

Insight

SELF EXPRESSION – today's youth defined most by their social network – they have become intuitive self publicists and blogging, social networking, content creation, tweeting are all tools

Implication

ON THEIR TERMS – they want things now and they like to be in control, feel in control

THEY VALUE AUTHENTICITY

VIRTUAL IS REALITYat this age, the first ‘always connected’ gen

Youth FILTER passive communication

PEER TO PEER is extremely powerful, they love sharing ‘pass-on-able’ content, 50% have ‘fanned’ something in the last month

Youth are twice as likely toTRIAL new brands and products

FACILITATES social kudos amongst their peers, enable & encourage personalisation

INSTANT gratification through interaction and promotions and ensure that have ability to input

TRANSPARENCY is key, no BS… Youth want to feel part of an ‘insider community’ give them insider info re up & coming events etc

As they don’t differentiate between off line and online – nor should brand communication – seamless INTEGRATION

POWER OF EXPERIENCES– move from disruptive marketing to a more immersive experience - live experiential is extremely powerful

EMPOWER those who are passionate about the brandBespoke communication to those enthusiasts giving them more information & knowledge and collateral they will want to pass on

Develop platforms to build brand preference and trial – product in hand! Brand trial today is brand loyalty developed for tomorrow

Promotions

• Sales Promotions

• Consumer & Trade

• Retail Activation

• Shopper Marketing

• Brand Partnerships

Digital

• Web Dev

• Online Marketing

• Social Media

• Amplification

• Branded Content

• Mobile Marketing

Advertising

• Screen

• Print

• OOH

• Radio

• Ambient

• Digital

Live

• Experiential

• Events (Consumer &

Trade)

• In Field Marketing &

Sampling

• Sponsorship Leverage

• Stunts

…In Action Imagination…

Strategic planning

Creative & Studio

Research & Insights

Media Amplification

• PR

• Media& Sponsorship partnerships

• Branded content

A Modern Day Marcomms Agency

Context:• The Nokia C3 and E5 were launched to offer a young

audience (18-24 yrs) entry level handsets with the full range of ‘messaging’ options.

• The mono-block QWERTY handsets with Nokia Messaging and Ovi social client makes using all forms of message communication simple and easy

Messagology

Insight:• Messaging is the key form of communication for youth,

who use a myriad of different messaging formats to communicate.• Having the full range of messaging options means consumers can always

communicate their messages via the right medium.• Youth instinctively know what messaging format to use for what purpose – sometimes!

Context:

• A key objective for Nokia is to connect with the youth market and drive brand preference

• Good Vibrations identified as a strategic fit. An ongoing brand partnership (5 th year) developed that Nokia leverages it to deliver a variety of messages.

• With ever increasing adoption of application on mobile devices, Nokia needed to communicate OVI Store and the breadth of content that live there, rather than pure handset offering.

Insight:

• Music an extremely strong youth connection point

• Youth marketing technique – brand partnerships – brand rub off

• Festival-goers embrace experiences that add value to their day

Good Vibes

Music Festival Insights

Long hot day

Music Festival Insights

Long hot day

What’s on, When, Where?

Music Festival Insights

Long hot day

What’s on, When, Where?

Memento of the experience

Anticipation

National promotion:

Win tickets to Nokia

back stage experience

(meet artists, hotel, limo)

Via Good Vibes eDM& website

Bought media

Sign up for festival APP

Good Vibes Program Overview

Event Post

Nokia tent

Massage & music

Slushies recharge station

Festival APP

Photo wall

DJ mixing w handsets

Guitar Hero mobile game

Nova crew content via backstage

band interviews

WiFi festival zone

Backstage content on Ovi

Content via media partners

Nova/Fairfax/YouTube/facebook

Retail offers via app data

Good Vibes

What success looked like:

• The campaign generated 100,000 impressions and 30,000 unique campaign related registrations

• 62% of festival goers aware of the Nokia sponsorship

• 79% thought the experience in the Nokia tent was relevant and added value

Marketing Communication

Everything is Digital• Facebook 4.4 million Australian users 16-24 • Occasion based comms – offers change through the day to suit day part• Make every engagement an interaction

Brand experience (experiential comms) will continue to be important • Engagement through more meaningful experiences that influence customer action

Mobile Marketing – huge growth medium • 36% of Australians access the internet via their mobile phones• Location / proximity based marketing• Mobile Couponing• Life after QR Codes – RFiD (radio frequency identification)

• RFID technology on mobile is considered the next improvement to QR codes – watch this space• Low cost "smart" signage embedded with passive RFID tags• Allow consumers to tap the signage with their phone, identifying themselves, and receive relevant offers

Future Gazing:Nanotechnology

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Future Gazing: Mixed Reality