6. Youth Insights – Engaging Them
Insight
SELF EXPRESSION – today's youth defined most by their social
network – they have become intuitive self publicists and blogging,
social networking, content creation, tweeting are all tools
Implication
ON THEIR TERMS – they want things now and they like to be in
control, feel in control
THEY VALUE AUTHENTICITY
VIRTUAL IS REALITYat this age, the first ‘always connected’ gen
Youth FILTER passive communication
PEER TO PEER is extremely powerful, they love sharing ‘pass-on-
able’ content, 50% have ‘fanned’ something in the last month
Youth are twice as likely toTRIAL new brands and products
FACILITATES social kudos amongst their peers, enable &
encourage personalisation
INSTANT gratification through interaction and promotions and
ensure that have ability to input
TRANSPARENCY is key, no BS… Youth want to feel part of an
‘insider community’ give them insider info re up & coming events etc
As they don’t differentiate between off line and online – nor should
brand communication – seamless INTEGRATION
POWER OF EXPERIENCES– move from disruptive marketing to a
more immersive experience - live experiential is extremely powerful
EMPOWER those who are passionate about the brand
Bespoke communication to those enthusiasts giving them more
information & knowledge and collateral they will want to pass on
Develop platforms to build brand preference and trial – product in
hand! Brand trial today is brand loyalty developed for tomorrow
7. Promotions
• Sales
Promotions
• Consumer &
Trade
• Retail
Activation
• Shopper
Marketing
• Brand
Partnerships
Digital
• Web Dev
• Online
Marketing
• Social Media
• Amplification
• Branded
Content
• Mobile
Marketing
Advertising
• Screen
• Print
• OOH
• Radio
• Ambient
• Digital
Live
• Experiential
• Events
(Consumer &
Trade)
• In Field
Marketing &
Sampling
• Sponsorship
Leverage
• Stunts
…In ActionImagination…
Strategic planning
Creative & Studio
Research & Insights
Media
Amplification
• PR
• Media&
Sponsorship
partnerships
• Branded
content
A Modern Day Marcomms Agency
8.
9. Context:
• The Nokia C3 and E5 were launched to offer a young
audience (18-24 yrs) entry level handsets with the full range
of ‘messaging’ options.
• The mono-block QWERTY handsets with Nokia Messaging
and Ovi social client makes using all forms of message
communication simple and easy
Messagology
Insight:
• Messaging is the key form of communication for youth,
who use a myriad of different messaging formats to communicate.
• Having the full range of messaging options means consumers can always
communicate their messages via the right medium.
• Youth instinctively know what messaging format to use for what purpose – sometimes!
10.
11.
12.
13.
14.
15.
16.
17.
18. Context:
• A key objective for Nokia is to connect with the youth market and drive brand
preference
• Good Vibrations identified as a strategic fit. An ongoing brand partnership (5th year)
developed that Nokia leverages it to deliver a variety of messages.
• With ever increasing adoption of application on mobile devices, Nokia needed to
communicate OVI Store and the breadth of content that live there, rather than pure
handset offering.
Insight:
• Music an extremely strong youth connection point
• Youth marketing technique – brand partnerships – brand rub off
• Festival-goers embrace experiences that add value to their day
Good Vibes
22. Anticipation
National promotion:
Win tickets to Nokia
back stage experience
(meet artists, hotel, limo)
Via Good Vibes eDM& website
Bought media
Sign up for festival APP
Good Vibes Program Overview
Event Post
Nokia tent
Massage & music
Slushies recharge station
Festival APP
Photo wall
DJ mixing w handsets
Guitar Hero mobile game
Nova crew content via backstage
band interviews
WiFi festival zone
Backstage content on Ovi
Content via media partners
Nova/Fairfax/YouTube/facebook
Retail offers via app data
23.
24. Good Vibes
What success looked like:
• The campaign generated 100,000 impressions and 30,000 unique campaign
related registrations
• 62% of festival goers aware of the Nokia sponsorship
• 79% thought the experience in the Nokia tent was relevant and added value
25.
26. Marketing Communication
Everything is Digital
• Facebook 4.4 million Australian users 16-24
• Occasion based comms – offers change through the day to suit day part
• Make every engagement an interaction
Brand experience (experiential comms) will continue to be important
• Engagement through more meaningful experiences that influence customer action
Mobile Marketing – huge growth medium
• 36% of Australians access the internet via their mobile phones
• Location / proximity based marketing
• Mobile Couponing
• Life after QR Codes – RFiD (radio frequency identification)
• RFID technology on mobile is considered the next improvement to QR codes – watch this space
• Low cost "smart" signage embedded with passive RFID tags
• Allow consumers to tap the signage with their phone, identifying themselves, and receive relevant offers
Why has it changed
The dynamics
Increased competition – from all sides
Size of the global and world market?
Size of Nokia
Nokia built a global #1 business on world beating design, innovation, manufacturing and logistics.
Our competitive focus was focused on Motorola, Sony Ericsson, LG et al where we would always beat them on price, quality, design and marketing
But the game has changed
Nokia now lives in a world not of mobile phones, but of ecosystems, operating systems and continuous consumer engagement.
Our biggest competitors come don’t come from Europe or Asia, but silicon valley. One who made a business out of alternative computers and then re-invented the MP3 player and one who built the world’s most successful search engine.
And our marketing has had to change to address this.
From ‘launch’ to ‘introduction and sustenance’
From stand-alone to being much more in partnership with content owners and developers
From differentiation by product type to consumer customisation
From ATL to digital and experiential
Explain what the idea actually is. The creative strategy leverages a very topical subject. Look at the likes of Shane Warne, Stephanie Rice etc who obviously didn’t choose the right to send their messages!
We created a name for this phenomena and a pseudo-scientific field called ‘Messagology’. Messagology aims to perfect the science of ‘mixing your messages’.
yoUTH Insight: Messaging is the preferred form of communication.
Fully integrated campaign encompassing ATL, digital, microsite, content creation, live, promotion, retail offer
Add Nokia and VF logosd top right. and PR.
Explain what the idea actually is. The creative strategy leverages a very topical subject. Look at the likes of Shane Warne, Stephanie Rice etc who obviously didn’t choose the right to send their messages!
We created a name for this phenomena and a pseudo-scientific field called ‘Messagology’. Messagology aims to perfect the science of ‘mixing your messages’.
yoUTH Insight: Messaging is the preferred form of communication.
Fully integrated campaign encompassing ATL, digital, microsite, content creation, live, promotion, retail offer
Add Nokia and VF logosd top right. and PR.
Explain what the idea actually is. The creative strategy leverages a very topical subject. Look at the likes of Shane Warne, Stephanie Rice etc who obviously didn’t choose the right to send their messages!
We created a name for this phenomena and a pseudo-scientific field called ‘Messagology’. Messagology aims to perfect the science of ‘mixing your messages’.
yoUTH Insight: Messaging is the preferred form of communication.
Fully integrated campaign encompassing ATL, digital, microsite, content creation, live, promotion, retail offer
Add Nokia and VF logosd top right. and PR.
Explain what the idea actually is. The creative strategy leverages a very topical subject. Look at the likes of Shane Warne, Stephanie Rice etc who obviously didn’t choose the right to send their messages!
We created a name for this phenomena and a pseudo-scientific field called ‘Messagology’. Messagology aims to perfect the science of ‘mixing your messages’.
yoUTH Insight: Messaging is the preferred form of communication.
Fully integrated campaign encompassing ATL, digital, microsite, content creation, live, promotion, retail offer
Add Nokia and VF logosd top right. and PR.
Explain what the idea actually is. The creative strategy leverages a very topical subject. Look at the likes of Shane Warne, Stephanie Rice etc who obviously didn’t choose the right to send their messages!
We created a name for this phenomena and a pseudo-scientific field called ‘Messagology’. Messagology aims to perfect the science of ‘mixing your messages’.
yoUTH Insight: Messaging is the preferred form of communication.
Fully integrated campaign encompassing ATL, digital, microsite, content creation, live, promotion, retail offer
Add Nokia and VF logosd top right. and PR.
Explain what the idea actually is. The creative strategy leverages a very topical subject. Look at the likes of Shane Warne, Stephanie Rice etc who obviously didn’t choose the right to send their messages!
We created a name for this phenomena and a pseudo-scientific field called ‘Messagology’. Messagology aims to perfect the science of ‘mixing your messages’.
yoUTH Insight: Messaging is the preferred form of communication.
Fully integrated campaign encompassing ATL, digital, microsite, content creation, live, promotion, retail offer
Add Nokia and VF logosd top right. and PR.