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Nokia Re-Creates The Famous "Midas Touch"
Nokia Re-Creates The Famous "Midas Touch"
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The power of this MIDAS TOUCH has reached the global platform with this innovation winning the award of the best radio innovation at Cannes Media Lions 2009
Marketing Objective
Today, music on mobile phone has been revolutionized from a passive experience to an active social platform. For youth, music on mobile is an expression of themselves. Conventional route of passive music experience led to no single player dominating the Music phone category.
Nokias XpressMusic launch into 2009 was also its first ever touch phone and was slated to be the I-Phone killer. Touch mania had taken over the Indian cellular phone market with the launch of I-Phone. Research revealed that the TOUCH experience of an I-Phone was a bigger trigger to purchase than its Music capability. Though feature to feature, Nokia 5800 was a much better choice; we had to provide a superior touch experience to be in contention. The brand wanted to position itself amongst the youth as a premium music device, with an all new touch interface. The objective was to engage the youth with the device giving an experience of Touch to Music.
The explosion of malls in India had created an effective touch point where youth spent a considerable portion of their leisure time.
Synergy between out of home activation & radio was created to heighten participation of youth
Insight: The power to change something with a mere TOUCH is what the Youth of today desires the most. What if I could change the ending of a movie? What if I could change a song? What if I could change everything around me? Questions that express this feeling. What if you had the power to change your favorite radio station, just by a touch?
Idea: The idea was to let a youth run his favorite station, in his way, where he could play around with his list of songs & share this feeling of change with millions of other listeners. For the first time ever, the whole programming of the Radio Station was loaded onto a huge touch screen replica of the Nokia 5800 XpressMusic instead of the regular studio. The radio station was transported from the studio to the fingertips of its listeners. The listeners were asked to come to a mall on a specific day and time every
saturday for five weeks. They were pleasantly surprised to find that their favorite radio station had transformed into a touch screen replica of Nokia 5800. The music playlist of the radio station was touched & altered by the listeners themselves & what they touched went live on air signifying the POWER of TOUCH. Special programming was built around this theme. People who couldnt make it to the venue would call up the station and ask their acquaintances to touch a song on their behalf. The phone was also displayed at the Nokia XpressMusic station and free demos were provided to people who gathered for this unique experience.
everyone who touched the XpressMusic station into an RJ as he played his own song. Along with the whole Touch, Play, Share experience of running the station-THEIR WAY, they also took a full demo of the product, talked about the brand and its features. There were 55000 brand demos with 6000 registering to buy it .There were 10.1 million listeners who were a part of this station. This created a perfect rendition of the brand proposition of Touch Play Share.
C S S UD E A E T IS
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