| Title | SHOCK ‘EM BUT PLEASANTLY AT THEIR MOMENT OF TRUTH |
| Brand | NOKIA INDIA PVT.LTD |
| Product / Service | TELECOM |
| Category | C02. Interactive Tools & Applications, including mobile advertising |
| Entrant | GROUP M INDIA New Delhi, INDIA |
| Entrant Company: | GROUP M INDIA New Delhi, INDIA |
| Advertising/Web Design Agency: | GROUP M INDIA New Delhi, INDIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Mr.Vinod Thandani | Group M,Interaction | Regional Mobile Director - India & South Asia |
| Ms.Anisha Iyer | Group M,,Interaction | Business Director |
CHALLENGE • Nokia Music Store (NMS) – new service from Nokia bundled with the 5530XpressMusic launch “Buy & get 100,000 free song downloads” • Challenge – Create awareness of the new NMS service from Nokia also use it as a carrot to sell 5530XpressMusic STRATEGY • Young India who consumed music on-the-go • Bulls-eye TG - downloaded music on mobile & paid INR 15 per download • Strategy - catch the user at his Moment of Truth of payment & tie in a surprise element of 100,000 free music downloads • Timing & contextually relevant message - increased preference & eventually sales for Nokia & NMS RESULTS Campaign reach - over 3 million & sales target achieved in less than half the time estimated.