Direct > Product/Service
LOUNGE II
THESE DAYS, Antwerp / NOKIA / 2006
Overview
Credits
Overview
ClientBriefOrObjective
•To provide a top quality Nokia brand and Club Nokia brand enhancing consumer experience related design & product development content and interaction bothamong consumers and between consumers and Nokia. •To raise the brand mystique of Nokia phones among Club Nokia members. •To give members the feeling of“being involved” in product design. •To give members the feeling that Nokia listens to their needs, wants and desires. • To raise the profile and uniqueness ofNokia design and product development.
Outcome
The Concept Lounge exceeded all KPIs set and is the best performing community site ever launched by Nokia globally. We exceeded the target of posted ideas by1300% with 33% of all visitors registering to leave a posting or to vote on an idea. Total participation rate exceeded targets by 20% (=450 000 visitors). Weexceeded the amount of consumer-to-Nokia interaction on website: i.e. % of visitors give input to Nokia in one format or another by 1000%. Visitors spent from7-37 minutes on the site. The site itself was covered in numerous newspapers and on over 7.000 blogsites.
Solution
Via banners on the Nokia Website, e-mails to all Club Nokia members, posters in design schools and on & off-line PR, we invited people to visit the Concept Lounge website (please visit: http://www.designawards.be/eng/).
There Nokia asked visitors to think along and share their ideas on the future ofmobile communication. People could take a virtual walk on the site and interact with Nokia Design concepts, submit own ideas and read, comment and vote on other ideas. Finally, Nokia designers turned inspiring ideas into virtual models that could be tested. So if lucky, your idea might influence our mobile future!
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