Results and Effectiveness

The Innovation amplified the theme – “Pictures Get us Talking” by showcasing how powerful messages become when they are told in pictures and not mere words. There were 31,511 clicks on the social networking platforms that we had tied up with for this activity, with 2% of these clicks registering to pre-booking the phone before its launch. The new language of expression that we had introduced, pictures to express a thought, became the hot new currency on social networking sites. Converting the one-way traffic of user comments on pictures to active engagement through the actual process of picture sharing.

Creative Execution

Pictures became words. Insight of the age-old adage- ‘a picture is worth a thousand words’ was used to blend into the fabric of social networking, creating opportunities for users to post pictures to start conversations, using pictures in its entire gamut. Nokia made the experience easy through creating a wide gallery of pictures for the users to simply select any and send to multiple friends. This lent flexibility to the user by creating two applications: Image scrapping and Picture messaging The Scale of Execution: We identified two social networking sites, bigadda.com and ibibo.com, adding up to 15% of the social networking population in India. The immensity of the execution was in its relevance. We were able to reach out to every individual who had a thought to express or a story to tell. We made it easy for the user to start an engaging conversation and watch it grow.

Insights, Strategy and the Idea

The objective of the Nokia 6700 launch was to propel people to DO MORE with their cameras, moving imaging from mere clicking of pictures to sharing these pictures. The goal being one of amplification of the theme ‘Pictures Get us Talking”. To communicate that through sending and receiving photos, conversations are richer and lead to creation of deeper relationships. Nokia’s 6700 was designed to deliver on this promise The Situation Analysis: “Picture Sharing” suffered low adoption. People were satisfied with clicking pictures and keeping them in their phone galleries. Consumer engagement around “Picture Sharing” was needed to combat this inertia. Cameras are used to click candid moments to tell a story. Sharing these pictures on social networking sites in a closed group immediately sparks off conversations. What usually starts off as a comment on shared pictures eventually turns into a long and engaging conversation among friends.