Nokia: Tell a tale

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | December 01, 2010
The campaign, Chat.r.Box, aims at promoting information about the Nokia C3 and creating awareness about the social networking and chatting features of the phone.

Nokia has launched an on ground initiative to promote its affordable feature rich handset, the Nokia C3, amongst the youth. Wizcraft International is managing the on ground activity in the states of southern India. The campaign, titled Chat.r.Box, is designed keeping in mind the objectives of social networking and chat.

Chat.r.Box commenced on the third week of October and will go on till the second week of December.

As a part of the activity, three Nokia branded canters are moving around the prime locations in the cities. These canters, with the three-four volunteers, gather around the youth hangouts such as colleges and engage the youth in contests where they have to answer the question: 'What gets you chatting about the city?' The activation connects the respondents to the online contest on Twitter, where people may re-tweet the answer. The person with maximum tweets stands to win a Nokia C3.

Through the campaign, the agency aims at promoting handset information and awareness about the social networking and chatting features of the phone.

The campaign, which is primarily targeted at youth, is also running on Facebook, where users have to tell a story based on the picture. Subsequently, Facebook friends can comment on that story and the person with the maximum number of comments stands to win the phone.

"We also looked at ways to push first time social site users to experience the power of networking on an intuitive platform - through an activity that, while being challenging enough to be interesting, did not require familiarity with the sites or too much effort. We decided to reinforce the idea that mobile networking and chatting is an extension of 'hanging out' with friends, exchanging news and telling stories. That's really where it began," says a senior executive at Wizcraft International.

The name, Chat.r.Box, was chosen to suggest its connotations of informality and increasingly, of electronic conversation.

The activity is being conducted in Karnataka, Andhra Pradesh, Tamil Nadu and Kerala, covering about 18 cities. The aim is to target youth in the age group 15-24 years in SEC A2, B.

For the campaign, the agency has wrapped three Toyota Qualis that dwell for about three days in a city, touching the youth hot spots. This kind of branding costs about Rs 45-50 thousand.

The objective behind organising the activity for C3 is to magnify the QWERTY layout and penetrate the non-metro markets, highlighting the feature and the cost of the phone (Rs 6,000).

The agency bagged the activation rights for Nokia C3 following a pitch process and has carried out several campaigns for the company.

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