Malaysian Media Awards Winners Showcase

2014 | |

Taking On A Giant With Only 10% Of Their Budget

Advertiser: Nokia Malaysia
Brand: Nokia
Creative Agency: Wunderman International Philippines & Hogarth Worldwide Pte Ltd
Credits: Carat Media Services (M) Sdn Bhd — Milla Sheridan (Business Director), Carmen Tong (Planner); Nokia Malaysia — Eda Lim (Head of Marketing), Chin Ee Ling (Marketing & Activation Manager)

The Challenge
Footfall into Nokia Stores was low. We needed a way to get latest Nokia devices into consumers’ hands, especially tech embracers who are predominantly young adults, so that they could experience the uniqueness of these devices for themselves. But we only had a fraction of Samsung’s million Ringgit advertising budget.

The Solution – Insight & Idea
We needed to be present and get consumers to experience our phones where they are. Youths love carnivals and events, especially the ones where they can engage with celebrity icons. Astro Planet Gempak was one of the largest ground event featuring celebrities. We knew that Samsung would be present at Planet Gempak due to the sponsorship of Akademi Fantasia. Nokia needed to be part of it too, but we just didn’t have the funds! We also learnt that a tech TV program on Astro Awani, Gadget Nation has a strong following amongst mobile early adopters. Additionally, Astro Awani would be present at Planet Gempak! As opposed to Samsung’s million dollar sponsorship cost, our strategy was to use this niche program (with only 10% of Samsung’s investment) to amplify Nokia’s presence onto a much larger platform. The Idea: Position Nokia as preferred choice through association with Gadget Nation program and get on ground into Planet Gempak.

The Execution
Nokia sponsored 2 customized episodes, called The Nokia Edition, which saw newly launched devices tested and reviewed by the host, a celebrity icon, Adam Carruthers. The partnership was extended on ground where a Nokia Experience Zone was created within the Astro Awani booth at all four Planet Gempak events. This saw people walk into the booth to experience Nokia devices for themselves. Nokia promoters were on hand to facilitate the trial of the devices. The TV programs were also streamed live via the Astro Awani website and mobile platform for extended reach. They were promoted via on air program promos, online as well as on mobile platform. Other exposures included 30 seconds product TVCs on air and 15 seconds video adverts online and on mobile. Nokia was also featured twice in Bisnes Awani news program. Great moments throughout Planet Gempak events were captured with Nokia Lumia 920 and featured with credit mention, as special series within Astro Awani website. Nokia was not only present on TV, but on ground, online and on mobile too.

The Results
At nearly 90% lesser in budget versus Samsung and with 11.7 ROI, Nokia was not only present on air but also on ground, online and on mobile. We reached nearly 500,000 viewers for The Nokia Edition shows and other on air exposure. The Nokia Experience Zone was also exposed to nearly 800,000 patrons of Planet Gempak.