Brief
Highlight Nokia’s new telephones by reaching beyond the high-tech press to target lifestyle and generalist media.
Client: Nokia
DISCIPLINES:
Influencers
public relations
Year: 2018
Response
Ride the recognition enjoyed by the brand, the world leader in mobile telephones in the ‘90s-‘00s; and demonstrate its products’ added value versus its competitors: ROBUSTNESS, DESIGN, RELIABILITY.
Digital DEtox by Nokia Mobile
Nowadays, people do everything with their smartphone: read emails, get street directions, listen to music, watch videos… But consumers are increasingly saying: stop! Too many screens, and not enough interacting with our environment. It’s good to disconnect from time to time: at the weekend, on holiday, or simply in the evening when leaving the office. Nokia Mobile has appropriated the trend by releasing remakes of two iconic products: the 3310 and 8110. Two models that offer only what’s necessary: making calls, texting, and of course playing Snake (though with 4G access for the 8110)! The ultra-prominent trend of vintage enabled us to attract lifestyle titles that don’t usually talk about telephones.
EVENT-LED delivery to celebrate release of Nokia 7.1
In October 2018, Nokia Mobile brought out a new smartphone, the Nokia 7.1, whereas journalists had for months been expecting the release of a hypothetical Nokia 9. To deal with any disappointment, we arranged a tour of editorial departments, where we handed journalists a mystery package. Inside were four items offering new sensory experiences: a Nokia 7.1 for a visual and tactile experience, courtesy of its large PureDisplay screen and pleasant in-hand feel; a pair of Nokia wireless earbuds, for a listening experience with crystal-clear sound; a packet of Mberry tablets, a taste experience thanks to tablets that change the perception of flavour and foods; and a bottle of Molecule 01, an olfactory experience with a perfume whose smell changes depending on who’s wearing it. The upshot? Delighted journalists, ultra-positive feedback, and a successful press launch!
Results
2936
MEDIA CLIPS
311 MILLION
OPPORTUNITIES TO SEE (TOTAL AUDIENCE)
2,5 MILLION €
EAV (EQUIVALENT ADVERTISING VALUE)
0,001 €
CPM (COST PER MILLE)