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To plant the idea that the Nokia E75 mobile phone is apt for sending and retrieving emails, Nokia is leveraging the email option offered by various business and general news websites such as Economictimes.com, IBNLive.com, UTVi.com, Business-standard.com, IndianExpress.com and Sify.com/finance.
Whenever the readers of these websites try to share news stories with their friends by clicking on the email option provided with every news article, a pop-up window will appear. The window displays a Nokia E75 mobile phone image in the background.
Similar to regular email sending pop-up windows, the Nokia branded pop-up window also enables users to fill in the essential details such as ‘subject’, ‘receiver’s email’ and ‘your email’ to send the articles.
Besides the image of the Nokia E75 in the background, a URL is also showcased in the pop-up window, which redirects users to a website called Emailwithease.com.
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“The URL is aimed at generating sales leads,” RP Singh, director, business planning, Maxus Interaction, tells afaqs!. Digital agency Maxus Interaction is handling the media planning while Ogilvy One has worked on the creative part of Nokia E75 campaign.
Singh adds, “Nokia figured out in a study that many consumers don’t use the email facility available on their phones. In fact, many of them don’t even know how to set up the email functionality on their phones.
“In line with this, the campaign was planned to communicate the availability and ease of using the email function through the Nokia E75.”
The campaign began on May 5 and is targeted at corporate professionals and business owners in the small and medium size enterprises (SMEs).
Singh claims that within 20 days of the campaign, about 1.3 lakh users have clicked on the email option available on the websites. Out of these, 70,000 users have actually entered the required details and shared the news stories.
Apart from using the email option across news websites, Nokia is also using interactive banner advertising on Rediff.com and a sponsorship feature on Yahoo! Mail.
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Whenever a Rediffmail user logs out of his account, an interactive banner, which enables users to send messages or emails, is presented on the log out webpage. The banner looks similar to the email pop-up window and shows an image of the Nokia E75, with some text fields embedded inside the screen of the phone. Users are required to enter essential details such as email addresses and write messages in order get the email delivered to particular addresses.
Singh says, “The banner is displayed to only those users who belong to the target group of Nokia E75.” Such targeting of banner ad to particular users is based on the demographic details, which is available with Rediff.
The agency claims that eight million banner ad impressions have already been served on Rediffmail and it has received a click through rate (CTR) of 2.3 per cent, which is quite high for a banner ad. The regular banner ads receive CTR of less than 1 per cent.
On Yahoo!, the mobile phone company has used a special graphic feature called ‘stationery’, present inside Yahoo! Mail, which allows users to set a specific background on the webpage where users read and compose messages.
Nokia has developed a special E75 background and made it available on Yahoo! Mail. The background was installed by about 33,000 Yahoo! Mail users.
© 2010 afaqs!From rahul, Thu 28 May 2009 09:13:19 PM what an idea sir je!
Nice. This will definitely increase sales. no doubt
From Anand, Thu 28 May 2009 08:30:50 PM WOW!!! A simple thought executed beautifully. People talk about innovations and disruptive advertising, who needs all that when you have your basics right. This answers the reach questions also to great extent which internet as a medium always suffers from because its done on email which every internet user uses. Hats off to Maxus Interaction.
From Neil K, Thu 28 May 2009 05:04:45 PM Who is the Target group that this product and communication aimed at ? If it is for the SME's , Corporate executives and professionals and also given the Investment that this model demand to be made and how many of the targeted users reside in the online-media mix listed buy the phone and presenting a compelling reason to buy ? Any way the Position for the E Seirs Nokia phones was aimed at the TG mentioned above.Was the objective of the online media was to create buzz and talk value ? also , is the e-mail function not present on other E models of Nokia ? What is so different in E-75 that a standalone function of e-mail be the compelling reason to buy that model for a owner of other E series Nokia phone.
Neil
From Ravi, Thu 28 May 2009 02:49:16 PM I think this is one of the best interactive which i have ever seen...this show cases other consumer durable products to come forward & explore unexplored option on Internet.
From Vivek Menon, Thu 28 May 2009 02:43:22 PM Nice concept and very well executed. But if the ad is targeted at " corporate professionals and business owners in the small and medium size enterprises (SMEs). ", then how many of this targeted users wist IBMLIVE and use tha mail option or use rediff mail!!!
Though the ad might help in generating buzz, it might not lead to an increase in sales!!!
Just an opinion..Please correct me if I'm wrong
From Dhiman, Thu 28 May 2009 12:47:37 PM Its not Ogilvy One, they have only done creatives, I think its the media agency who should get the credit for the strong idea.
From Sharad, Thu 28 May 2009 10:22:26 AM I am glad the Economist beat Nokia to the option when it came to sharing this story with a colleague!
From Aarti, Thu 28 May 2009 10:03:53 AM I believe this is a fantastic campaign created by Ogilvyone, Delhi. The overall visual for the banners and website is very appealing.
The concept around which the product E75 comes out a hero is very much out of the box.
Keep it up guys!
