Nokia Nuron

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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 “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.

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 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.

This campaign and platform was awarded 2010 OMMA Awards for Best Rich Media: Campaign2010 IAC Best Interactive Application and a Silver Mixx Award.

Print & Outdoor Media

T-Mobile Co-branded eCommerce site

Facebook Application:
The Insight: Sharing your location allows you to turn virtual connections into real life connections.Idea: Where are you right now? A location - based social media platformView Apps: http://for-your-consideration.com/nokianuron/