Cannes Lions
JWT VIETNAM, Ho Chi Minh City / NOKIA / 2011
Overview
Entries
Credits
Description
Revive Nokia's position as a serious player in the 'music phone' category by getting music lovers on their side.
Execution
Because our target are primarily young [teens to early twenties], our campaign needed to reflect and appeal to their aesthetics. At the same time, we also wanted the campaign to dramatize Nokia's extreme obsession with music.
The solution: create charts based on serious analysis of music, yet present them with a touch of humour, via strong, clean, graphic lines which are very much in favour with the Vietnamese youth today.
Outcome
Since the campaign was launched, traffic to the Nokia Ovi has increased significantly.
And while the number of purchases is still lower than free apps downloads, it is growing nevertheless.
The number of new registrations however, have doubled compared to the same time last year.
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