Description
CASE STUDY OF NOKIA LUMIA
CASE STUDY: Nokia Lumia 510
Campaign: TRENDIFY IT
Client: Nokia Lumia 510 Agency: Maxus India Background: Nokia’s mission is simple: Connecting People. The goal has always been to build great mobile products that enable billions of people worldwide to enjoy more of what life has to offer. In 1994, Nokia launched the 2100 series, the first phones to feature the Nokia Tune ringtone. Based on Gran Vals, a classical guitar piece composed by Francisco Tarrega in the 19th century, it is probably one of the most frequently played pieces of music in the world. In February 2011, Nokia announced that it has joined forces with Microsoft to strengthen its position in the smartphone market. The strategic partnership saw Nokia smartphones adopting the new Windows Phone 7 operating system, with the Symbian platform gradually being sidelined. The goal was to establish a third ecosystem to rival iOS and Android. Nokia was a prominent player in the Indian market for over a decade until its position was threatened by Samsung.
The Challenge: Samsung’s success could be attributed to its wide ranging product portfolio and its offerings in all categories. Gradually Nokia started losing market share to the Korean
giant especially among the youth. Nokia wanted to hold on to its market share of smartphones. Nokia Lumia phones wanted users to express their personality through its features of Windows and wanted the phones to become a rage with the youngsters. But the challenge was bigger than expected. Nokia wanted to target the youth – the largest demographic of present day India, but a difficult one to be pursued. So, the challenge was to find a way to connect to the urban youth on a platform and a space that was relevant to them. Nokia Lumia 510 concentrated on 3 key points that could turn the market stories in its favour– a large mobile space where users could actively create trends, a tool for trend creation and a space with daily trend activity that led to content consumption and ‘Trendifying’. The Strategy: The proposition of the ‘TRENDIFY’ campaign was – Be Yourself. As the device boasted of great aesthetics with a large 4” screen and a superb touch interface, it was positioned as a social integration hub. This sparked off the ‘Trendify’ campaign. Nokia roped in Vuclip to encourage youngsters to start their own trends with the ’TRENDIFY‘ button sharing their thoughts with millions of young Indians on social media.
The Execution: As many as 65 per cent of Vuclip’s 14 million Indian users shared videos primarily through Facebook and Twitter, making it the ideal platform to integrate ‘TRENDIFY’ and allow users to experience what ‘TRENDIFY’ meant in the language of Nokia Lumia 510. As a part of the product innovation involving a seamless integration with Vuclip, for the first time, the ‘Share’ button was changed on a video portal to reflect the brand campaign. The ‘Share’ button for each video was temporarily replaced with ‘TRENDIFY’, encouraging users to now trend their videos directly on m.trendify.in at the click of a button, which in turn could be shared on Facebook, Twitter and other social sharing sites. The genesis of the Trendify campaign was based on the assumption that anyone could begin a trend by sharing, following, liking
through social platforms and Nokia Lumia 510 was positioned to empower the Indian youth to start their own trends. The Result: Vuclip users began to ‘Trendify’. Users trendified on social networks like Facebook, Linkdin, Twitter and Pinterest. The ‘trendify’ branding was exposed through 68 million video views. About 17, 808, 204 trendifies were tracked on Facebook and 2,508,353 on Twitter. So, Nokia started the trend and Lumia 510 ‘Trendified’.
doc_548667351.docx
CASE STUDY OF NOKIA LUMIA
CASE STUDY: Nokia Lumia 510
Campaign: TRENDIFY IT
Client: Nokia Lumia 510 Agency: Maxus India Background: Nokia’s mission is simple: Connecting People. The goal has always been to build great mobile products that enable billions of people worldwide to enjoy more of what life has to offer. In 1994, Nokia launched the 2100 series, the first phones to feature the Nokia Tune ringtone. Based on Gran Vals, a classical guitar piece composed by Francisco Tarrega in the 19th century, it is probably one of the most frequently played pieces of music in the world. In February 2011, Nokia announced that it has joined forces with Microsoft to strengthen its position in the smartphone market. The strategic partnership saw Nokia smartphones adopting the new Windows Phone 7 operating system, with the Symbian platform gradually being sidelined. The goal was to establish a third ecosystem to rival iOS and Android. Nokia was a prominent player in the Indian market for over a decade until its position was threatened by Samsung.
The Challenge: Samsung’s success could be attributed to its wide ranging product portfolio and its offerings in all categories. Gradually Nokia started losing market share to the Korean
giant especially among the youth. Nokia wanted to hold on to its market share of smartphones. Nokia Lumia phones wanted users to express their personality through its features of Windows and wanted the phones to become a rage with the youngsters. But the challenge was bigger than expected. Nokia wanted to target the youth – the largest demographic of present day India, but a difficult one to be pursued. So, the challenge was to find a way to connect to the urban youth on a platform and a space that was relevant to them. Nokia Lumia 510 concentrated on 3 key points that could turn the market stories in its favour– a large mobile space where users could actively create trends, a tool for trend creation and a space with daily trend activity that led to content consumption and ‘Trendifying’. The Strategy: The proposition of the ‘TRENDIFY’ campaign was – Be Yourself. As the device boasted of great aesthetics with a large 4” screen and a superb touch interface, it was positioned as a social integration hub. This sparked off the ‘Trendify’ campaign. Nokia roped in Vuclip to encourage youngsters to start their own trends with the ’TRENDIFY‘ button sharing their thoughts with millions of young Indians on social media.
The Execution: As many as 65 per cent of Vuclip’s 14 million Indian users shared videos primarily through Facebook and Twitter, making it the ideal platform to integrate ‘TRENDIFY’ and allow users to experience what ‘TRENDIFY’ meant in the language of Nokia Lumia 510. As a part of the product innovation involving a seamless integration with Vuclip, for the first time, the ‘Share’ button was changed on a video portal to reflect the brand campaign. The ‘Share’ button for each video was temporarily replaced with ‘TRENDIFY’, encouraging users to now trend their videos directly on m.trendify.in at the click of a button, which in turn could be shared on Facebook, Twitter and other social sharing sites. The genesis of the Trendify campaign was based on the assumption that anyone could begin a trend by sharing, following, liking
through social platforms and Nokia Lumia 510 was positioned to empower the Indian youth to start their own trends. The Result: Vuclip users began to ‘Trendify’. Users trendified on social networks like Facebook, Linkdin, Twitter and Pinterest. The ‘trendify’ branding was exposed through 68 million video views. About 17, 808, 204 trendifies were tracked on Facebook and 2,508,353 on Twitter. So, Nokia started the trend and Lumia 510 ‘Trendified’.
doc_548667351.docx