Client: Nokia Corporation
Country: South Africa
Finnish multinational communications and information technology company Nokia wanted to create product awareness for the Nokia Lumia 1520 phone. Nokia developed a highly immersive rich media touch-screen kiosk experience that emulated the Storyteller application that comes standard on the phone and allowed visitors on the kiosk to tell their own stories across multiple social networks. As part of this successful campaign, each month a user was selected to win his or her own custom story that he or she had entered via the kiosk.
Nokia wanted to create product awareness and a strong subscriber base for the Nokia Lumia 1520 phone. Nokia’s goal was to develop a highly immersive rich media touch screen kiosk experience that would be . Over and above paid-media banners and spend, supporting campaigns would be run on Nokia Rewards, Nokia Asha and Nokia Lumia to drive additional traffic and increase submissions.
The target audience was existing Nokia Lumia users and their peers who used competitive smart phones. This audience, both male and female, were middle to upper-middle income. The general target segment was aged 15-49, making up a total audience of between 6.6 - 10 million consumers in South Africa. However, Nokia specifically focused the campaign on young trendy consumers who use social media on their mobile phones.
Visitors to the Nokia kiosk registered, selected a location, selected a number of activities and adventures in which they were interested. Visitors then shared their stories across multiple social networks. As a bonus, visitors received a printed version of their own custom story after submitting and sharing the story using the kiosk, allowing further reach of the both the campaign and the product. Once a month a visitor was selected to win the story that he or she had submitted via the kiosk.
The kiosk was run on a massive 60-inch screen and formed the major focus point for all activations. It was supported by a multi-screen installation showcasing both the captured stories and the product.
Nokia deployed 10 mall activations around South Africa. Visitors could:
Below are the results of the campaign: