Results and Effectiveness

First time ever a tram became a store of live unlimited music across diverse genre. This was a true rendition of the brand proposition of unlimited music. 4000 people boarded the ‘Nokia Unlimited Music Express’ in the three days of the activity. Over 100000 radio listeners connected through SMS to call the Tram to a station near them and 32000 of them registered on the ‘Nokia Music Store’ during this period. The icing on the cake came when Calcutta Tram Corporation - the board that manages the tram ways decided to overturn the decision to discontinue tram services in Kolkata.

Creative Execution

Nokia turned a TRAM into a LIVE RADIO STATION called “Nokia Unlimited Music Express”. Five tram stations where identified with each station standing for a unique music genre, for instance - “Rock” Rabindra Sadan, “Counrty” College Street. For these three days the radio tram plied non-stop playing the “music choice of the day” for 24 hours a day. To arrive at the “music choice of the day”, people had to message to a short code 55454 and vote for a station. The tram drove to the station receiving the maximum SMS votes for the day. People boarded the tram and took a musical ride through the streets of Kolkata and sampled the Nokia Music Store on the laptops placed inside the Tram. For the first time ever a tram became a radio station which was a true rendition of NMS promise of unlimited music, anytime anywhere.

Insights, Strategy and the Idea

Nokia’s biggest launch in 2009 was also its first ever service portal “Nokia Music Store” (NMS). The brand wanted to position itself amongst the youth as not just a premium music device, but also a gateway to access and download unlimited music track for free. Youth of today are looking for a legitimate one stop music store that can provide unlimited, multiple genre of music tracks. Despite their expressive modern outlook, they are rooted in Indian tradition and heritage. They congregate to take up stance against the establishment that imposes threat to such intrinsic values. One such uproar happened when government decided to remove Trams from the city of Kolkata. “Trams” have plied the streets of Kolkata for over 130 years and have come to stand as a symbol for the city. Nokia used music to unify youth of Kolkata and give voice to their anthem of preservation of trams.