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1 2010 Nokia Best Practic e

How Social A re You ?Nokia C3 & X5 Campaign Case Study

http://www.facebook.com/photo.php?pid=250268&id=687392579http://www.facebook.com/photo.php?pid=256124&id=687392579http://www.facebook.com/photo.php?pid=250231&id=687392579http://www.facebook.com/photo.php?pid=970797&id=687392579http://www.facebook.com/photo.php?pid=256124&id=687392579http://images.google.com/imgres?imgurl=http://i51.photobucket.com/albums/f398/davonar/masihsempatmngikutistudytourdmuseum.jpg&imgrefurl=http://forum.detik.com/showthread.php?t=53974&usg=__JGz427PemPCFwul47J29vRj1__I=&h=480&w=640&sz=33&hl=en&start=3&zoom=1&itbs=1&tbnid=MTWHypCVmpa9_M:&tbnh=103&tbnw=137&prev=/images?q=remaja+indonesia&hl=en&gbv=2&tbs=isch:1http://images.google.com/imgres?imgurl=http://121.52.132.148/gbrberita/200802/20080207205721.jpg&imgrefurl=http://121.52.132.148/berita.php?pil=9&thn=2008&page=60&usg=__fGHx_A5X8GY-C7LFPgQB-qnW8AI=&h=355&w=382&sz=31&hl=en&start=1&zoom=1&itbs=1&tbnid=aQd3j_iKL3PIcM:&tbnh=114&tbnw=123&prev=/images?q=remaja+indonesia&hl=en&gbv=2&tbs=isch:1http://www.facebook.com/photo.php?pid=250231&id=687392579http://www.facebook.com/photo.php?pid=253388&id=687392579http://www.facebook.com/photo.php?pid=970797&id=687392579http://www.lifeblob.com/user/pranitadewihttp://www.facebook.com/photo.php?pid=250268&id=687392579

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Consumer Insights

Urban Indonesian Youth want to assert themselves through their appearance

Indonesian youth will be responsive to communication centered around the ideaof achievement and recognition

Communication centered around social recognition, celebrities, fun and newexperiences will be appropriate

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What do we see in Indonesia market today?Source: The Jakarta Post

2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials5

Facebook status updates in Indonesia are very popular among youth.

In fact youth prefer toconnect to EVERYONE they know instead of syncing with those that matter more.

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Chic

Aspirational

Collective Community

Appearance

Real Life Experience

Brand = Status

Facebook

Connect to Everyone winning spirit

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360 Marketing

TV

OnlineOOHMagazines

Radio

Cinemas Mobile

http://www.google.com.sg/imgres?imgurl=http://www.uphaa.com/uploads/416/formula-toothcare-billboard.jpg&imgrefurl=http://www.uphaa.com/blog/index.php/giant-billboards/&usg=__SJU5JYvRuQC9TwYB7dnQWqaxbPI=&h=319&w=450&sz=18&hl=en&start=5&itbs=1&tbnid=PBd_cV9iG3oGfM:&tbnh=90&tbnw=127&prev=/images?q=billboards+indonesia+pictures&hl=en&tbs=isch:1http://www.google.com.sg/imgres?imgurl=http://www.messiah.edu/org/sab/lost_films/images/Parmer1.JPG&imgrefurl=http://phonetic-blog.blogspot.com/2009_12_01_archive.html&usg=__Ch1s8okYWu1KU0W50C5HHr4aiBo=&h=324&w=432&sz=24&hl=en&start=2&itbs=1&tbnid=EFdU4dzjVpfPwM:&tbnh=95&tbnw=126&prev=/images?q=cinema+pictures&hl=en&tbs=isch:1http://images.google.com.sg/imghp?hl=enhttp://iylp2008.wordpress.com/2008/05/26/indonesia-youth-leadership-program-2008-participants-profile/

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Engage Operators for Affordable Data Package

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Company Confidential

Operator Ads from Telkomsel , Indosat, XL

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Google Search for Nokia C3 keyword trend rising constantly

Top Phrase Searched: Nokia C3 Price

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Total Visitors to nokia.co.id/eksismeter

Website Traffic as Eksismeter visits peaked June 4 th : 2 days after media briefing

D-1 to Launch when launch day Magic Price info is leaked via Eksismeter,Nokia Official Facebook/Twitter Page.

Media Briefing Day

(Wed, June 2 nd 2010)

Launch Magic Price Leak(D-1 to Launch - June 4 nd 2010)

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Total REGISTRATIONS tonokia.co.id/eksismeter

63%

37%

GenderMale Female

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On Pre Launch

Eksismeter brought the Nokia C3 buzz into tweeter

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Nokia C3 Mention

Nokia C3 Tweets peaked June 5 th = Launch Day

with Magic Price & long launch queue as main conversation buzz

Launch Magic Price Leak

(D-1 to Launch - June 4 th 2010)

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Very Positive Social Media Sentiment

Social media sentiment: 23% positive and 36% very positive sentiment

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Launch Day Results

We Wanted a Riot! We got it!

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We Wanted a Riot! We got it!

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Crowd Control

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Operator Activation Area

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Anticipate Operator Infrastructure Overload

h

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Leverage the New Users

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One of the most successful product launches in Nokia history globally!

Eksismeter platform now in 10 countries all around the world