The Brief

India’s super bowl is IPL The Indian Premier League 20-20 cricket tournament How could Nokia make its mark during this season with 1/10th of the budget. So we came up with a solution. Could we turn the most watched event into the most broadcasted? Could we turn our phone into a TV? And a person into a channel? Yes we could. So we created an APP. An app which would enabled real time broadcast through the Nokia smart phone. LIVE. And get new young users excited enough to engage with the brand.

Creative Execution

Turning a phone into a TV and turning every young person into a channel is the core of this idea. Launching more than a billion LIVE channels on a single day It has never been done before. It is most appropriate to the brand because the app was created specially for Nokia and preloaded on the smartphone. In a time when Nokia is trying to reposition its technological leadership in a youth market, this strategy best fit the brand's vision.

Describe the creative solution to the brief/objective.

We created an APP. An app which would enabled real time broadcast through the Nokia smart phone. Making each person a TV channel. WE called it CHANNEL ME. We launched the concept by roping in India’s biggest superstar, Shahrukh Khan It started with a TV commercial with Shahrukh Khan becoming a channel – called SRK TV. Followed by channels of cricketers in the KKR team. The TV ads directed the viewers to the Channel Me website. Here people registered and broadcasted their own videos And then we even aired some user generated content

Results

0.6 million - Unique visits 0.45 million - Increase in FB fan base 30,000 channels created 6.2 million conversations in social media 0.3 mn you tube views Also the top video generated over 1,17,796 views. 3.2 media multiplier, much more than expected