| Title | THE TIMES OF INDIA BECOMES LIVE TV |
| Brand | NOKIA INDIA PRIVATE |
| Product / Service | NOKIA LUMIA |
| Category | A02. Best Use of Magazines/Newspapers |
| Entrant | MAXUS INDIA Gurgaon, INDIA |
| Entrant Company: | MAXUS INDIA Gurgaon, INDIA |
| Media Agency: | MAXUS INDIA Gurgaon, INDIA |
| Name | Company | Position |
|---|---|---|
| Kingshuk Mitra | Maxus | Client Leader |
| Manish Nagar | Maxus | Client Leader |
| Kk Padmanabhan | Maxus | Business Director |
| Mausumi Kar | Maxus | General Manager |
| Abhik Chanda | Maxus | Business Group Head |
| Megha Ahuja | Maxus | Business Group Head |
| Anoop Verghese | Maxus | Business Manager |
| Abhishek Grover | Maxus | Business Executive |
First-time ever static medium became LIVE dynamic medium- Print became LIVE TV, reaching 3.6 million eyeballs. It delivered the following to Nokia: • Over 1 00, 000 visited the TOI Global and Nation pages by scanning the slug; • 10,000 viewed Lumia demo on the WAPSITE • 765 booked the Lumia. Bookings through this activity gave 23% conversion exceeding previous print or mobile benchmarks of Nokia. Advertisers before Nokia have used AR to show brand messages, Nokia used AR to serve engaging non-brand related content to consumers creating a new template for using AR.
With the aid of augmented reality (AR) we transformed static news in TOI to dynamic LIVE videos of the same news that the reader was reading. Through the day, the static news was refreshed with the latest content every time the reader scanned the Times of India. Nokia news slugs appeared below TOI masthead and every time the camera of a smartphone was pointed at this slug the static news showcased there came alive, with the user being taken to the actual video of that news. Throughout the day, static news in the physical newspaper got refreshed with the latest LIVE news whenever a user scanned it. This innovation marked a new era as never has been a traditional medium being challenged by changing its consumption pattern from reading a-day old news to real time news.
In the recent times, Nokia had lost its technology leadership position in the Smartphone space. The market perception was that Nokia Symbian OS is a relatively slower processor. To regain this status Nokia launched Lumia, the first on the Windows platform. The aim was to position Nokia Windows OS is faster than any other device. Stating that the Windows processor was faster; was just a brand claim. In order to substantiate this claim Nokia needed to demonstrate the same. We needed a medium that was credible and yet resonated with our TG-youth. However, the medium had to be one that is inherently slow paced in its delivery. Hence, we chose a newspaper-credible platform, a platform where the latest and live content was available.