Challenge
The biggest challenge was how to present the phone in a novel way. The Westin and Nokia
began searching for a suitable gift box. One idea was to use a jewellery box. Just two days
before the event, the organisers still hadn’t found a suitable box when a chef at the Westin came up with the idea of presenting the phones in dim sum boxes.
The boxes were painted black and included satin silver cloth to match the phones’ colours.
Execution
In keeping with the colours of the two new Nokia handsets, the theme of the event was the
‘timeless elegance of black, exquisite shine of silver’. The colours were incorporated into
everything from the food and drink, to the welcome gifts presented to the media.
On arrival, the media attended a cocktail reception, welcome speech and slide presentation.
Models, dressed in white, black and silver dresses, then paraded the phones and
explained to the delegates in person how they worked.
During dinner each guest was served the dim sum box with a new Nokia phone hidden inside.
On the second day of the event, delegates were chauffeur driven to the Westin’s fivebedroom
villas for a champagne brunch. Cooking stations were erected and chefs served more
than 80 different dishes based on an ‘East Meets West’ theme.
Verdict
Luanne Erni, corporate communications manger at Nokia Asia Pacific, said the event
was an enormous success. “The media were delighted, not just with the free gift but with the
accommodation and warm welcome they received from the Westin. The hotel really helped
us out and made sure our concept was well executed.”
Nokia holds launch in Langkawi
Nokia Asia wanted to launch two new handsets, the Nokia 6500 classic and Nokia 6500 Slide. Media from Asian nations including Bangladesh, India, Indonesia, Thailand, Malaysia, Singapore, the Philippines and Vietnam were invited to attend the launch, whose aim was to generate as much coverage as possible.
