- Nokia Nuron
North American Device Launch
- Our Challenge: In 2010, North America’s mobile device market wassaturated with smart phones. Nokia’s US presence dwindled to 3%. Nokia neededto reignite their brand within the new mobile generation. The mobile generation (aged 15-18 purchasing mobile devices), jumpedfrom 56% in 2004 to 85%. Their tribalnature and compulsive communications evolved from sharingtheir experiences with “friends” via social networks, to focus theirconnections and spending time face-to-face using mobile devices. The Nokia Nuron, a low priced, touch-screen, smartphone with Ovi maps (location based social app), launched the opportunity tore-introduce Nokia’s brand “ConnectingPeople” to the market.Our Approach: We began by empowering our audience to use theNuron’s location-based social networking features to facilitate realconnections between people. We starteda conversation by asking a simple question. Where Are You Right Now?
Mediapartnerships, with MTV, MySpace, X-Box and Facebook, allowed us to turn everypiece of bought media into a location-based social application, which invitedpeople to make real connections by answering Nokia’s Question.The Results: With more than 214 million impressions served, peopleresponded enthusiastically to the question reporting their locations tofriends, family and colleagues with more than 1 million clicks, downloads andposts. The answers lead people to make real connections in avibrant eco-system that created branded user generated updates to theirfollowers. It also lead to a 6% increase in awareness of theNokia brand. TheNokia Nuron quickly became the #1 selling device at T-Mobile.