2015 Winners & Shortlists

The Campaign

The concept of branded entertainment is relatively new in PAKISTAN. The only notable efforts have been done in the music industry. This, hence, is a first of its kind communication, in tech and handset category where content was specifically developed to integrate Lumia phones and its key features with the show’s storyline. No serious restrictions or regulations were imposed by any regulating body.

Results

OBJECTIVE/CHALLENGE : Nokia’s Global strategy defined that, in 2014, the brand would invest in the two funnels “consideration” and “conversion” which happened to be its biggest challenges. Further study exposed that the consumer is unable to connect to the product because of the limited information they have about the Windows OS in Lumia phones and its camera capabilities, therefore the challenge of converting consumers had to be overcome by educating the public about the product. STRATEGY: An in-depth consumer research revealed that the Lumia consumer is adventurous and loves to travel. It also shed light on the insight that due to the country’s political & economic instability, 70% content is dominated by news and there’s hardly any content for youth (Lumia’s Target market) to associate with. This insight combined with the TG’s attributes led to the big idea of producing a TV content themed on travelling. The theme allowed us to have a broader playground for integrating the product as travelling and imaging goes hand in hand, hence, it rather became easier to educate the audience about the Windows OS and the imaging capability of the Lumia phones through this unique TV show. EXECUTION: An integrated approach was followed to amplify the show, an official sound track was created and promoted across various channels. Also, a Digital Hub was created on brand’s Facebook page, containing episodes of the show, Images captured through Lumia Phones, highlighting capability driven imaging, behind the scene videos, the making & Caricatures. Operator partnership was cracked with a leading telecom of the country which helped in enhancing the out-of-home promotions and facilitated in reaching an audience of 7 million every week through SMS broadcasting. This is a first of its kind communication, in the category and local market, in which content has been specifically developed to integrate the phone and its features.

A Facebook recruitment campaign was launched to select a fan who would represent the 2 million Nokia community by being a part of Nokia Travel Reality show. Content was launched with the teaser and an official soundtrack campaign was aired on multiple high affinity channels. content was promoted across ARY network, OOH, Digital, SMS broadcast through operator partnership. content was aired on ARY Digital. in addition social activities were executed like character caricatures, BTS videos, making, highlighting the capability driven imaging and hyper lapse video. which resulted in massive awareness and drawn audiences to watch the content on tv.

RESULTS: The show completed its 12 episode journey in May 2014. Content reached out to 82% of target audience garnered 0.6 Million total actions; which led to a 36% increase in Lumia conversions.