Date post: | 21-Dec-2014 |
Category: |
Technology |
Upload: | kaue-lc |
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NOKIAN95
Technology is simple and horizontal
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
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.
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
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
Horizontal Navigation
VIP – Original Version
www.vip.com.br
Ver
tica
l Nav
igat
ion
MEDIA’S PLANSpecial Projects
Horizontal Navigation
VIP – N95’s Version
http://vip.abril.com.br/nova_vip/index_teste.shtml
Horizontal Navigation
MEDIA’S PLANSpecial Projects
Horizontal Navigation
Super Interessante – Original Version
www.superinteressante.com.br
Ver
tica
l Nav
igat
ion
MEDIA’S PLANSpecial Projects
Horizontal Navigation
Super Interessante – N95’s Version
http://super.abril.com.br/teste/home_super_nova.html
Horizontal Navigation
MEDIA’S PLANSpecial Projects
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.