Lead Marketer: Deepak Taneja, Digital Marketing Team, Nokia India
Background: Nokia was to launch Nokia PureView 808 into the market while establishing PureView technology as the most superior mobile imaging technology available. The objective of the marketing campaign was to engage, convince and convert the high-end smartphone buyer. And bring Nokia back into the consideration set of the smartphone consumer. The team needed a campaign that will help build interest and actively engage potential users, influencers and photography enthusiasts digitally. The preposition of PureView Technology was to be brought alive and all compelling reasons for people to advocate Nokia 808 PureView reinforced. In short, encourage advocacy and word of mouth for Nokia PureView 808.
Marketing Idea (Marketing Initiative): Nokia PureView 808 primarily addressed photography enthusiasts, gadget geeks and high-end smart phone users. Marketing campaign was, thus, developed around the idea that Nokia PureView 808 delivers the detail & depth to capture and tell stories within stories.
The entire campaign converged and resided on the digital platform – www.NokiaPureView.com, supported by own, paid and earned media. The activity included ‘Hunt for the phone’ activity during pre launch phase followed by ‘My City My Story’ where users captured their city stories in pictures and shared the photographs on www.nokiaPureView.in. . 41 best pictures of those submitted are to get published as India’s first crowd sourced coffee table book.
Digiratti Impact: Majorly anchored in the digital medium with limited ATL support, Nokia PureView 808's was considered one of the most successful product launches. The campaign received great responses with more than 4000 photo entries submitted, 4,77,354 instances of engaging onlookers, clicks & uploads, 57,650 conversations created around PureView online. Nokia is one of the most digitally active companies and does not view digital in isolation.
Nokia was a member of the Digiratti List 2012 instituted by Paul Writer to recognize those campaigns that have stepped away from legacy tools to create marketing programs that define the future of marketing. This Power List aims to recognize the team that has created unique customer communities and used innovative social media, video, mobile and digital technology to increase marketing impact.