CASE STUDY: Nokia use radio to engage with young music lovers
Provided by Bauer Media
Bauer and GCap partner to create a campaign for Nokia targeting 15-34 year olds during the Summer Festival period.
What was the Challenge / Background of the Campaign?
Mediacom approached Bauer to help address some key issues facing Nokia. Nokia wanted to target a 15-34 audience, to further build on Nokia's association with music and to drive awareness and sales of Nokia's summer products. Radio is a natural medium to target and engage a young music obsessed audience. We recognised that in order to maximise the scale and coverage of the campaign we could work with other radio partners. In this case, our key partner was GCap.
What was the Campaign Objective?
- Target a 15-34 audience
- To further build on Nokia's association with music
- To drive awareness and sales of Nokia's summer products
What was the Solution?
A whole Summer of bespoke music programming activity brought to you by Nokia across 55 GCap and Bauer stations. Creation of a syndicated one hour Sunday evening show called 'Nokia Select' presented by Marguerite Taylor. Across Big City and The One Network, top acts such as James Blunt, Travis and the Stereophonic selected their favourite tracks. Sponsorship of on-air and online festival coverage, music news and specialist shows on Kerrang, Kiss and XFM brands. Takeover of digital stations throughout the summer culminating in a virtual summer festival over a weekend.
What were the Results?
Following the activity, independent research conducted by Clark Chapman showed that... 59% of listeners said that they associated Nokia with music, compared to 48% of non listeners
- 56% of listeners said that Nokia appealed to them more than other makes, compared to 45% of non listeners
- When asked 'if you were buying a mobile phone tomorrow and you wanted a phone that played music' 52% of listeners said that Nokia was a make they would consider, compared to 42% of non-listeners.
What were the Key Learnings of this Campaign?
'The work we've done and are continuing to do with Bauer Radio has served as a great demonstration to the client as to the scale and ability of radio as a media channel.'
Lizzie Nolan, Associate Director, Mediacom