MUMBAI: A critical part of Nokia’s highly successful launch of the NOKIA 5800 EXPRESS MUSIC phone was an innovative multi-platform solution that was created by Maxus, Dialect and the Integrated Sales team at BIG 92.7 FM.
BIG 92.7 FM designed an on ground activation spread across 6 cities – Delhi, Mumbai, Bangalore, Kolkata, Hyderabad and Chennai – over 4 weekends, which involved high levels of interactivity and opportunities for product sampling, while communicating the propositions of Touch, Play and Share with NOKIA 5800 EXPRESS MUSIC.
In a first of its kind initative, 7 feet tall replicas of the phone were created with a touch screen akin to the original model and offering a similar interface that consumers could engage with and explore actual features of the phone. These were set up at high footfall malls across the 6 cities.
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To heighten consumer engagement, the Saturday evening drive time shows were hosted live from a radio studio set up installed at the venue. This allowed for listeners to select a song from a list which would play on the radio station along with a dedication for the entire city to listen to
BIG 92.7 FM’s on air amplification was extremely effective in driving traffic to the malls. This was clubbed with a whole lot of exciting RJ content to build further awareness for the brand. BIG FM has always provided innovative solutions to its customers and this campaign was just the perfect example of how radio and activation can be creatively customized to give effective integrated solutions.
The activation was a huge success, touching close to 15000 people and helping further brand recall by having direct interaction with about 10000 people. The expressed level of interest in the product was also considerably high thanks to the entertaining platform with every 2 in 5 people requesting for a detailed demo of the product and it’s features.
Speaking about this campaign, Viraj Jit Singh – National Director Integrated Sales, BIG 92.7 FM, The overriding objective of creating the Integrated Sales Division at BIG 92.7 FM is to super serve and acquire better understanding of the clients’ marketing objectives and offering them solutions that are innovative and clutter breaking We leveraged our strengths in the radio and activation business to offer Nokia a platform of engagement with its consumers that helped create high levels of awareness and excitement around the product, while giving them an opportunity to experience the product for the first time ever!
Adding to this, Akhil Padman, Group Head, Team Nokia- Maxus said, This activity proved to be a perfect rendition of the brands communication platform TOUCH PLAY SHARE. It pioneered a whole new way of using radio by transporting the studio to the finger tips of the listeners. The whole process experiencing the brand attributes & features through this unique activity created close to 10000 RJ’s for the station which was a first time ever….
Mr. Sunny Vohra, Business Director, Dialect – Activation Division Group M said This unique activation has taken Product experience to altogether new level The Replica of the device not only allowed the consumer to touch and play their favorite song in the Mall but to also share the same with the whole city during the Live Show. This activity has allowed us to take an activity way beyond the destination where it was happening . . . giving Amplification of on ground solutions an entirely new dimension. This is a great example of a great activity . . a unique and exhilarating experience and real time amplification of the same Truly brings alive the proposition TOUCH, PLAY, SHARE.
