nokia - how social are you ari fadly
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1 2010 Nokia Best Practic e
How Social A re You ?Nokia C3 & X5 Campaign Case Study
http://www.facebook.com/photo.php?pid=250268&id=687392579http://www.facebook.com/photo.php?pid=256124&id=687392579http://www.facebook.com/photo.php?pid=250231&id=687392579http://www.facebook.com/photo.php?pid=970797&id=687392579http://www.facebook.com/photo.php?pid=256124&id=687392579http://images.google.com/imgres?imgurl=http://i51.photobucket.com/albums/f398/davonar/masihsempatmngikutistudytourdmuseum.jpg&imgrefurl=http://forum.detik.com/showthread.php?t=53974&usg=__JGz427PemPCFwul47J29vRj1__I=&h=480&w=640&sz=33&hl=en&start=3&zoom=1&itbs=1&tbnid=MTWHypCVmpa9_M:&tbnh=103&tbnw=137&prev=/images?q=remaja+indonesia&hl=en&gbv=2&tbs=isch:1http://images.google.com/imgres?imgurl=http://121.52.132.148/gbrberita/200802/20080207205721.jpg&imgrefurl=http://121.52.132.148/berita.php?pil=9&thn=2008&page=60&usg=__fGHx_A5X8GY-C7LFPgQB-qnW8AI=&h=355&w=382&sz=31&hl=en&start=1&zoom=1&itbs=1&tbnid=aQd3j_iKL3PIcM:&tbnh=114&tbnw=123&prev=/images?q=remaja+indonesia&hl=en&gbv=2&tbs=isch:1http://www.facebook.com/photo.php?pid=250231&id=687392579http://www.facebook.com/photo.php?pid=253388&id=687392579http://www.facebook.com/photo.php?pid=970797&id=687392579http://www.lifeblob.com/user/pranitadewihttp://www.facebook.com/photo.php?pid=250268&id=687392579 -
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Consumer Insights
Urban Indonesian Youth want to assert themselves through their appearance
Indonesian youth will be responsive to communication centered around the ideaof achievement and recognition
Communication centered around social recognition, celebrities, fun and newexperiences will be appropriate
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What do we see in Indonesia market today?Source: The Jakarta Post
2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials5
Facebook status updates in Indonesia are very popular among youth.
In fact youth prefer toconnect to EVERYONE they know instead of syncing with those that matter more.
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Chic
Aspirational
Collective Community
Appearance
Real Life Experience
Brand = Status
Facebook
Connect to Everyone winning spirit
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360 Marketing
TV
OnlineOOHMagazines
Radio
Cinemas Mobile
http://www.google.com.sg/imgres?imgurl=http://www.uphaa.com/uploads/416/formula-toothcare-billboard.jpg&imgrefurl=http://www.uphaa.com/blog/index.php/giant-billboards/&usg=__SJU5JYvRuQC9TwYB7dnQWqaxbPI=&h=319&w=450&sz=18&hl=en&start=5&itbs=1&tbnid=PBd_cV9iG3oGfM:&tbnh=90&tbnw=127&prev=/images?q=billboards+indonesia+pictures&hl=en&tbs=isch:1http://www.google.com.sg/imgres?imgurl=http://www.messiah.edu/org/sab/lost_films/images/Parmer1.JPG&imgrefurl=http://phonetic-blog.blogspot.com/2009_12_01_archive.html&usg=__Ch1s8okYWu1KU0W50C5HHr4aiBo=&h=324&w=432&sz=24&hl=en&start=2&itbs=1&tbnid=EFdU4dzjVpfPwM:&tbnh=95&tbnw=126&prev=/images?q=cinema+pictures&hl=en&tbs=isch:1http://images.google.com.sg/imghp?hl=enhttp://iylp2008.wordpress.com/2008/05/26/indonesia-youth-leadership-program-2008-participants-profile/ -
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Engage Operators for Affordable Data Package
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Company Confidential
Operator Ads from Telkomsel , Indosat, XL
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Google Search for Nokia C3 keyword trend rising constantly
Top Phrase Searched: Nokia C3 Price
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Total Visitors to nokia.co.id/eksismeter
Website Traffic as Eksismeter visits peaked June 4 th : 2 days after media briefing
D-1 to Launch when launch day Magic Price info is leaked via Eksismeter,Nokia Official Facebook/Twitter Page.
Media Briefing Day
(Wed, June 2 nd 2010)
Launch Magic Price Leak(D-1 to Launch - June 4 nd 2010)
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Total REGISTRATIONS tonokia.co.id/eksismeter
63%
37%
GenderMale Female
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On Pre Launch
Eksismeter brought the Nokia C3 buzz into tweeter
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Nokia C3 Mention
Nokia C3 Tweets peaked June 5 th = Launch Day
with Magic Price & long launch queue as main conversation buzz
Launch Magic Price Leak
(D-1 to Launch - June 4 th 2010)
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Very Positive Social Media Sentiment
Social media sentiment: 23% positive and 36% very positive sentiment
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Launch Day Results
We Wanted a Riot! We got it!
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We Wanted a Riot! We got it!
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Crowd Control
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Operator Activation Area
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Anticipate Operator Infrastructure Overload
h
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Leverage the New Users
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One of the most successful product launches in Nokia history globally!
Eksismeter platform now in 10 countries all around the world