Finnish mobile manufacturer Nokia continues to take the on-ground route to connect with its retailers and distributors for the launch of its products. The latest offering from the Nokia Asha series - Asha 311 - was launched in Delhi and NCR through a cycle rally activation, which comprised of a group of 25 cyclists dressed in Nokia colours and wearing Asha 311 badges on their chest and back. The activation highlighted the speed feature of the phone and the slogan, 'Live Fast Live Free'.
For added attraction, the cyclists also held posters, placards, banners and phone cut-outs. They visited every Nokia store and in one voice, informed the retailers and consumers present at the store about the features of the phone.
"Asha 311 is a game changer as it has a very powerful processor of 1 GHz at this price point. The entire activation was planned keeping in mind only one thing and that is speed," says Padmaja Singh, creative head, Pathfinders.
The cyclists went on the roads in various streets and markets across the city, including Vikas Marg, Geeta Colony, Nirman Vihar, Laxmi Nagar and Preet Vihar in East Delhi; Lajpat Nagar and Kalkaji in South Delhi; Janakpuri and Palam in West Delhi; and Rohini Sector 8, Sector 16 and M2K Market in North Delhi; and in Gurgaon and Noida in the NCR region.
The one week activation concluded on August 19 and was carried out by Pathfinders. "Our bikers were approached by at least 60 customers for gathering information about the phone and features," adds Singh.
The brand plans similar activations for the Asha 311 in Jaipur and Chandigarh as well. Earlier, in July, Nokia had executed an on-ground activation for the launch of the Asha 305.Have a look at the winning agencies' work portfolio for Digital Agency Awards 2014. Major stories over the last 30 days