Following the launch of the Nokia Lumia in mid-December 2011, Nokia's recent efforts have been to demonstrate the social networking features of the Windows-based phones - on ground, online and on air.
The company had launched a ‘Blown away by Nokia Lumia challenge’ running in March and April 2012. This was inspired by the ‘Smoked by the WindowsPhone’ challenge, a global initiative undertaken by Microsoft (at CES 2012).
The first legs of 'Blown Away by Nokia Lumia' aimed at creating awareness about the challenge, driving traffic to malls, colleges and retail outlets. Buzz was generated using digital media and radio, post which bloggers challenged consumers (on-ground) to test their smartphones against Nokia Lumia 800 in the social networking space. Finally, the 'challenge' videos were seeded online.
Post this stage, an online campaign featuring brand ambassador Priyanka Chopra was created by JWT India, where she was shown as the Nokia Lumia challenger.
Watch the online spots (story continues below)
Nokia also shared a video of the results of the challenge on social media
Nokia then released a TV campaign in the first week of May, where Chopra played herself, promoting the social networking features of the Nokia Lumia.
Watch the second television ad (story continues below)
On the campaign, Viral, Oza, director marketing, Nokia India, said, “The market globally has evolved from being a battle of devices to a campaign of winning ecosystems. To win this market, having a good device is not good enough anymore. Companies need to offer truly compelling experiences to the consumer in addition to the device. There is a need for competencies in both hardware and software, backed up by robust global assets and a strong ecosystem. In the long term, players who will succeed are those with scale, long term vision and commitment and the ability to forge and carry forward collaborative partnerships. We believe that we have these qualities in our devices and brand to offer a compelling product to consumers.”
Babita Baruah, vice president, client servicing, JWT Delhi, said, “‘The Blown Away’ campaign has been extremely engaging both on ground and online - talked about, blogged quite intensively. The sheer aggression with which this challenge has been rolled out reflects Nokia’s confidence as a thought leader in the category.”
Agency: JWT India
Chief creative officer: Bobby Pawar
National creative director: Swati Bhattacharya
Planner: Atika Malik, Deepa Mhatre, Kamakshi Thareja
Senior creative director: Priti Kapur, Kishaloy Basu, Anupama Ramaswamy ,Simran Sahni
Copywriter: Monish Gupta, Hemangi Chatterjee
Account management: Babita Baruah, Sonica Arora, Lovnish Bhalla
Director: Aniket Shikre
Production house: Imaginary Friends