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Nokia N95 - Horizontal Navigation

Date post: 21-Dec-2014
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NOKIA N95 Technology is simple and horizontal
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Page 1: Nokia N95 - Horizontal Navigation

NOKIAN95

Technology is simple and horizontal

Page 2: Nokia N95 - Horizontal Navigation

SCENARIOAfter bringing E Series (PDA’s and Smartphones) to Brazil, Nokia started the construction of another device’s platform: N

Series, with bigger focus on multimedia features devices.

N95 was the first big launch in the country for this segment, mobile phone that acumulates numerous functions that together

built the device with the strongest technologic appeal when talking about:

Web Browser

Horizontal Navigation and

2.6” display

EXCLUSIVE – 1st device on Brazil

with this function

Videos

DVD quality recording and

editing tools

Pictures

5 megapixels resolution and

direct flickr connection

GPS

Search through device

localization

Music

1gb memory and easy access

buttons

Page 3: Nokia N95 - Horizontal Navigation

CHALLENGE

CROWDED MARKET(over 45 devices launched

each year in Brazil)

EVER OBSOLETE TECHNOLOGY(fast evolution leaves

devices with a short use time)

PERFORMANCE CENTERED

COMUNICATION(“x” pixels camera,

“y” megabites memory)

+ +

Mobile Market grows each day in consumers number and because of that the battle between brands becomes much more

fierce. The challenge was to make the new N95 relevant to an audience who is exhaustively impacted by any technologic

feature.

Page 4: Nokia N95 - Horizontal Navigation

STRATEGY

The product was born with a unique function, wich is a differential to all the competitors: horizontal navigation.

The opportunity to built focus around this attribute is also highly strategic as a protection to a possible iPhone’s launch in the

country, once it’s communication in the US was built around this feature.

Internet

GPS Multimedia

Page 5: Nokia N95 - Horizontal Navigation

To bring life to N95’s exclusive horizontal attribute we turned two of the main websites and two covers of the main magazines between the target literally horizontal. An innovative and pioneer project that in a creative and simple way impacted the audience.It was the first time in the world that Playboy magazine had a horizontal cover.

During the campaign Nokia bought all ad formats of the utilized websites, becoming an exclusive sponsor.

MEDIA’S PLANSpecial Projects

Page 6: Nokia N95 - Horizontal Navigation

Horizontal Navigation

VIP – Original Version

www.vip.com.br

Ver

tica

l Nav

igat

ion

MEDIA’S PLANSpecial Projects

Page 7: Nokia N95 - Horizontal Navigation

Horizontal Navigation

VIP – N95’s Version

http://vip.abril.com.br/nova_vip/index_teste.shtml

Horizontal Navigation

MEDIA’S PLANSpecial Projects

Page 8: Nokia N95 - Horizontal Navigation

Horizontal Navigation

Super Interessante – Original Version

www.superinteressante.com.br

Ver

tica

l Nav

igat

ion

MEDIA’S PLANSpecial Projects

Page 9: Nokia N95 - Horizontal Navigation

Horizontal Navigation

Super Interessante – N95’s Version

http://super.abril.com.br/teste/home_super_nova.html

Horizontal Navigation

MEDIA’S PLANSpecial Projects

Page 10: Nokia N95 - Horizontal Navigation

ResultsMarket ResultsDuring the campaign sells increased 17%, showing that communication efforts allied with stores communication

reached an amazing result.

Online MediaWith only 10 days the campaign reached expressive and beyound the average numbers with the “Horizontal

Navigation”:

- Over 12 million views;

- Over 156 thousand clicks;

- Click Through Rate 1,29% (national average: 0,19%);

- More than 230 complimentary e-mails;

- No complains registered in utilized sites;

- 1.675 million impacted unique users;

- 87% of scroll bar interaction;

- 43% growth of users time spent during the campaign (41 seconds vs 59 seconds)

- Yahoo’s Big Idea Chair Finalist.


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