Aim
The objective was to “captivate, convince and convert” iOS and Android smartphone users, by encouraging them to trial the Windows phone experience on their own mobile devices and convert them into potential customers through contests, offers and drive to retail.
Execution
The Windows Phone Demo is a mobile site optimised for iOS and Android platforms that allows users to trial the interface, learn about the features and feel the Nokia Windows experience and animations on their own mobile devices. It is made accessible on devices by loading the site on a mobile browser, without the need to download an app. The site was promoted through paid media (offline press ads with QR codes and online banners), owned media (email, SMS and Nokia web site) and earned media (Facebook engagement hub, fan pages, Twitter) as well as co-marketing effort with local telcos. The aim was to integrate all touch points to one single destination.
The Windows Phone Demo further engaged users through featured promotions, contests, videos and potential drive to retail. Customised operator-branded versions were also developed to help drive co-branded initiatives and collaborations with partners.
Results
The Windows Phone Demo drew high traffic with more than 220,000 page views with an average completion rate of 46 per cent. Rapid growth rate was also observed in terms of page views in the first five weeks of the launch, with highest recorded growth at a 23,000 increase in volume in a week.
The Windows Phone Demo helped to build positive brand connection with 99 per cent of positive testimonials generated. It also drove sales with 21 per cent of users clicking on retail offers.
Valuable user insights were also collected through contest activation, with 63 per cent of users wanting to know more about Nokia Lumia and 55 per cent of them are about to renew their devices in the next six month – providing opportunities for further engagement.
