Results and Effectiveness

Nokia N8 is about experience and experiencing life on your mobile! Vishal-Shekhar performed LIVE in front of 36,000 online viewers and 100 studio viewers for an hour, showered with over 1 lac song orders from mobile, 16000 through the IVRs and many tweet requests. Promotional posts and dedicated videos received over 1000 participations with 3,630 comments on Facebook and Twitter in 4 days. 9000 FB likes stating ‘I like the Vishal & Shekhar Nokia N8 WEBCert led to at least 2.7 million social impressions. The Webcert reinstated Nokia’s technology leadership status and brought the youth back to its fold!

Creative Execution

Youth adopt technology to look SMARTER than the crowd. These SMART experiences are what youth of today love to share and boast about. We used this insight and brought alive a key passion of their lives: MUSIC Music Concerts are on-ground events loved and enjoyed by the youth. However, owing to space constraint, this format restricts active mass participation. We created the World’s first ever “Live Music Webcert”- a live music concert on the web in HD! An exclusive LIVE performance by the signing duo of Vishal-Shekhar was streamed live through Web and mobile along with live song requests being taken through SMSes, IVR and Twitter powering user interactivity with these artists. Nokia N8 Webcert was promoted across the country through millions of outbound dialers and SMSes. Radio promotions and mentions added to the excitement. Social networking sites ensured that the Nokia N8 Webcert with Vishal-Shekhar became a buzz-worthy event.

Insights, Strategy and the Idea

Smartphone space in India has been taken over by the iPhones and BlackBerrys. In this competitive category Nokia launched Nokia N8 to re-instate technology leadership and youth appeal. The core audiences for Nokia N8 were youth. They spent 40% of their lives on the internet. There are also technology leaders among the youth who have first-hand knowledge on technology and trends in the tech space who are the key influencers in the category. It was thus important to identify platforms which would let the brand take the technology high ground and not only engage with the youth but also inspire them. The thought was to go beyond just blasting N8 messaging across media and demonstrate all the ‘cool’ things that youth could do with the technology. We gave the technology crazy youth a feel of what the N8 could give them in terms of technology and innovation.