Results and Effectiveness

1. From 2-3% application usage went up to 30-35% amongst the youth. 2. N97 witnessed a massive pre-booking number of 9500 plus as against the set marketing target of 2500. 3. The overall brand scores for Nokia N Series went up 10 times (Source : TNS Brand Track for Nokia) 4. We reached 50% of cinema going audience. (Source : Interactive Avenues) 5. First time ever used template on cinema 6. First time ever a brand message was placed in a manner to look like it was part of the movie

Creative Execution

The “Entertainment Widget” was among the most likely to become popular among youth. “Bollywood” is the epitome of entertainment for the youth in India & “Cinema/ Multiplexes” is the corridor that delivers this entertainment. Around 250 million youth visit cinema halls every month, providing the right platform to demonstrate the ease and simplicity of the “Entertainment Widget”. The advertising in cinema halls is restricted to static slates and 60 second commercials. With N97 we conceptualized a customized live template of Cinema advertising which catered to our objective of creating relevance and demonstrating simplicity of the Widget. The movie started with the device’s home screen with the multiple widgets. This took over the whole movie screen. A virtual finger point clicked on the entertainment widget which directly led to the Telecast Certificate of the Film and the movie began. 8 blockbuster movie releases were embedded into this template.

Insights, Strategy and the Idea

“Simple” is not a word that many would use to describe a cellphone. Cellphones today are feature-rich packed with a variety of advanced hardware and software attributes. The objective was to increase usage of applications which were provided in the cellphone. User manuals of cellphones were as complex as they got. Thus application usage on the phones was very low at 2-3%. Most applications were unused on the phone, bringing about a need to explain the relevance of these applications through simple examples. Technology for its sake has no acceptability for youth. It has to be easy to use and relevant in context of his passions. Nokia pioneered the unique concept of “Widgets”- a short cut to any application on the home screen of the device. With the launch of the most awaited N97 we needed to communicate the ease of being connected to multiple passion points “on the go”.