Main communication goals were to draw consumers’ attention, create noise for the new product launch and build preference among the core targets. Considering the product price and its unique concept, it was agreed to communicate with the consumers on an image of 8310 as trendsetter, stylish, smart, unique. Different from other fashion products, Nokia 8310 emphasized more on “technology fashion” which means fashion is not only good looking, but also has solid, smart, advanced “content” (functions). Magazine is the main medium to use to solve the challenge because of its on-target and suitable for further interpretation of the concept of “fashion technology” in an innovative and cost-efficient way.The four magazine titles being selected were the key titles in different categories including fashion, generic, interior home design and technology. We intended to interpret “fashion technology” from different aspects.The Execution“The fashion technology” column was arranged with 2-3 pages tailor-made article together with FP hard ad appeared either in front of or following this special section.Title of this article is specially designed for each magazine with reference to the editorial content, such as “Technology is no longer that COOL” in an IT title; “To WEAR high-tech” in a fashion title; “The perfect MATCH of Fashion and Technology title” in a home design title. Content of the articles was based on the headline, which aims at elaborating the “fashion & technology” concept from different perspectives.Inside each article, several Nokia 8310 product photos were arranged in the corners of that page with other discussed products. When the FP hard ads appeared as follows, it seemed the whole section had a complete ending with a full answer.Followings are further detail on the concept and execution in each of the four titles;Fashion - introduces the worldwide fashion clothes, clothes trends, make-up accessories, etc.- The Nokia 8310 hard ads placed as cover-gate fold to bring the impact to consumers. After negotiation with the magazine, publication agreed to put Nokia 8310 product shot the right corner of the cover with free of charge. The phone’s color “matches” with the cover model’s clothes.- A double page spread article titled “wear high-tech” was published around the 80th page (total pages of that title 200 pages). The article began from “Designers are always exploring the new concept for the future clothes, especially hard working on how to significantly combine the high-tech into fashion clothes”. Many examples in the article were raised as good demonstrations for the great combination that made big progress in the clothing industry.- Cross-media spillover effect with magazine’s own OOH promotion with carries Nokia 8310 product shot in their cover.Popular Science - introduces the latest IT or digital products in the world- The article with the name “Technology is no longer that COOL” appeared as the first story in this title. It listed lots of examples of how to combine technology and fashion by looking at cars, computers and computer accessories, etc. Then, followed by a Nokia 8310 Full Page ad which is the latest symbol of “fashion technology” to round-up the whole section.Modern Magazine - a generic title mainly talked about fashion, news, home, cars, lifestyle, etc.- This magazine developed the article into a 20-page supplement insert. In the cover of the title, it had the supplement photo with a special note “Interpret fashion technology, please read the supplement”- Inside the supplement, it explained “fashion technology” from different perspectives with the exposure of Nokia 8310 arranged in product to suit in the following topics:1. “Greatest inventions in electronic products in 20th centuries”: talked about how technology made all the inventions that provided colour to people’s life.2. “How technology provide easy life”: family electronic products were invented to make people escape from hard house work, furthermore, personalized products not only easy you life, but add interests to family life.3. “Personal digital products” – covers a range of products like mobile phones, MP3, computers.4. “Technology’s huge power” – explained the fundamental big changes by technology in different areas / industries.5. “Fashion technology lifestyle”: a new lifestyle that people have more leisure time because high-tech products can reduce their working time.- Full page ad was placed in the middle page of the supplement with 8310 product icon printed on each of the top right hand corners to strengthen the product association.Ruili Home - a title to introduce the trendy furniture and home design- The “technology fashion” article appeared with the first story with the name of “furniture – good combination of fashion and technology”. In that article, it introduced many cases in furniture industry that high-tech made life advanced and full colour. Then Nokia 8310 ads appeared as an ending. The project is a very good case to demonstrate the value and ability of the media team, which can work independently from the stage of idea development towards final execution.The original print layout from creative agency for this launch campaign was only a regular single FP full colour ads. In terms of media buy, it was hard to show Nokia 8310 unique position in the cluttered advertising environment and also can’t provide a solid explanation to the new concept. Furthermore, there were no sufficient resources from client side besides several PR editorials and photos. Therefore, media team initiated to ask the major titles to create the “fashion technology” column. So that not only draw readers’ interests and attentions, but also further elaborate the concept of “fashion technology”. Here, media team provided a solution, which was cost-efficient, timesaving, full-of-impact and innovative, most importantly with extended benefits.Also the negotiation process was really hard: the content of special column needed to talk to editorial department while ad placement with sales department. For editorial department, they knew little about the concept, have to use every effort to explain the concept to make sure clearly understood by editors, then discussed detailed topics, examples, even photos arrangement and placement. In the meantime, we have to connect with sales department for ad placement and to negotiate a reasonable cost. All in all, it is so difficult to make everything under control and persuaded each title to accept a formal, right and consistent format with high quality in tight deadlines. Nokia 8310 is positioned as “fashion technology”. It is easy to understand “fashion” or “high technology”. But it is the first time for any product to be positioned as the combination of the two big words. At the time when Nokia 8310 is about to launch, there are so many fashion phones in the markets, how to draw consumer’s attention of that “TECHNOLOGY” fashion phone and build product preference is challenge to media. Therefore, we tried to build up an association between product and media from both the naming and the context through different fields to explain how fashion and technology work together to work out the same great products as Nokia 8310 in different industries.This submission should be the winner because it is the first time in China to explain a concept by creating a media context and topic. Furthermore, it successfully demonstrated how media could work beyond the existing role of message delivering, but further interpret, elaborate and even extend and deepen the original concept towards a different stage.

The project is a very good case to demonstrate the value and ability of the media team, which can work independently from the stage of idea development towards final execution.The original print layout from creative agency for this launch campaign was only a regular single FP full colour ads. In terms of media buy, it was hard to show Nokia 8310 unique position in the cluttered advertising environment and also can’t provide a solid explanation to the new concept. Furthermore, there were no sufficient resources from client side besides several PR editorials and photos. Therefore, media team initiated to ask the major titles to create the “fashion technology” column. So that not only draw readers’ interests and attentions, but also further elaborate the concept of “fashion technology”. Here, media team provided a solution, which was cost-efficient, timesaving, full-of-impact and innovative, most importantly with extended benefits.Also the negotiation process was really hard: the content of special column needed to talk to editorial department while ad placement with sales department. For editorial department, they knew little about the concept, have to use every effort to explain the concept to make sure clearly understood by editors, then discussed detailed topics, examples, even photos arrangement and placement. In the meantime, we have to connect with sales department for ad placement and to negotiate a reasonable cost. All in all, it is so difficult to make everything under control and persuaded each title to accept a formal, right and consistent format with high quality in tight deadlines.