Nokia reaches music lovers with pub tie-up

<P>Nokia's music phone, the N91, has launched with a multimedia campaign in Taiwan, which included a month-long promotional tie-up with a popular Taipei music bar and a specially-concocted branded cocktail.</P> <P>Along with TV advertising for awareness, the campaign leverages an extensive outdoor component to demonstrate N91's 'I am my music' marketing proposition to music lovers.</P> <P>Crafted by Nokia's media agency, MediaCompany Taiwan, the campaign seeks to ensure media exposure at all touchpoints at the Brown Sugar Jazz Pub, said Winnie Chan, the agency's Greater China managing director. <BR>According to Chan, the jazz bar was an ideal location to reach music lovers, who are potential buyers of the N91, in a relaxed environment. </P> <P>The tie-up saw the pub concoct a Bacardi and Blue citrus-based cocktail, with patron' drink orders linked to a weekly lucky draw offering the N91 as a prize. </P> <P>"The N91 cocktail was created to connect N91 with music in an unconventional way," said Chan.</P> <P>Along with the cocktail, the promotion also features branded cocktail glasses, coasters and bill folders at the pub, where an N91 music evening takes place every Saturday during the month-long promotion. The agency also created free-standing advertising boards for the pub and product displays on the bar's shelves.</P> <P>"The target audience are  people aged 25 to 45, high-income, urban, early adopters of technology, and music lovers," said Chan. </P> <P>"They are willing to pay and enjoy high quality music experience through various devices or locations."<BR>BatesAsia Taiwan adapted global campaign materials for the Taiwan launch of the N91, which represents a belated bid by Nokia to provide a music smartphone that competes with earlier-to-market rivals such as Sony Ericsson's W800 Walkman model.<BR></P>