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CASE STUDY: I-Vu and Nokia- Fashion Collection launch

Provided by i-vu
.Nokia were launching their fashion range of handsets- models 7260, 7280 and 7270, wanting a unique targetted audience,

What was the Challenge / Background of the Campaign?

During 2005, Nokia wanted to gain data whilst at the same time have brand awareness whilst focusing on a target rich female demographic. Accountability was crucial as this was their first time using i-vu. Nokia launched their new fashion range of mobile phones, designed with women in mind. As i-vu deliver an environment where women dominate (73% of the audience), it was the perfect solution for Nokia to reach them while they were having some "me time".

What was the Campaign Objective?

Engage a female with the phone and allow them time to use them Engage the female with learning more about the phones Data capture of the female to access interest in the phone further brand Awareness and domination of destinations

What was the Solution?

Samples of the phones were placed in salon and people were able to feel they were part of the advert and have a real hands on with the brand, free SMS and calls were allowed from the phone. The learning process was enhanced by the touchscreen advert where people were able to see more about the individual phones at their leisure, this allowed more indepth enagement by the public. Data was collected by on screen touched on the various phones and via post card data capture i-vu allowed the look-a-like models from the advert to appear in salons as well as have Nokia stands

What were the Results?

The interactive response rate reached 6.03% and there was a 33% response on the competition.

What were the Key Learnings of this Campaign?

It was met with success in the salons due to its glamorous and female ‘savvy’ creative.Salons noted that this factor aided recognition of the TV ads and aided in brand top of mind with their clients.The handsets are skewed toward fashion & perfect for the female i-vu audience.Clients and stylists felt that the advert was well placed in the salon environment. The interactive response rate of 6.08% and competition entries at 33% response! illustrate the success and popularity of the campaign.The competition prize was perfect.The actors in the salons provided great chat factor

BudgetReach & FrequencyTarget AudienceMedia Used
£51k to £100ki-vu deliver a female dominated environment -73% of audience
16 - 24
25 - 34
Female
AB
NON-TRAD OUTDOOR
RETAIL MEDIA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSSALES PROMOTION
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