SATELLITE & CABLE: A pocket-sized technological marvel

<p>The Nokia 9110 Communicator - a phone with fax, email and Internet </p><p>capabilities - was smaller in size compared with the previous model and </p><p>the challenge was to effectively convey the message of "pocketability" </p><p>to busy business executives. </p><p><BR><BR> </p><p>Zenith Media's solution was to put life size replicas of the phone into </p><p>the hands of its target consumers so that they could get a feel for the </p><p>new size and shape of the communicator. </p><p><BR><BR> </p><p>But the question was how this could be done in an effective manner. </p><p><BR><BR> </p><p>A number of options, including a mail out, was considered. </p><p><BR><BR> </p><p>The solution that was eventually settled on was quite unique. </p><p><BR><BR> </p><p>A creative media piece was developed, which was specifically focused on </p><p>reaching business executives. </p><p><BR><BR> </p><p>The piece consisted of a fold-out flap which on the inside contained a </p><p>suit pocket. </p><p><BR><BR> </p><p>Inside the pocket was a life size replica of the Nokia 9110 with all the </p><p>product features written on the back. </p><p><BR><BR> </p><p>The tagline was "all your business needs in a size that fits inside your </p><p>pocket" and the ad with the creative media piece appeared in the </p><p>regional title, Fortune. </p><p><BR><BR> </p><p>Local titles were also used in specific markets for consistency. </p><p><BR><BR> </p><p>The campaign achieved a highly impactful product launch in key markets </p><p>in Asia. </p><p><BR><BR> </p><p>In addition, the overall sales of this product were well above </p><p>expectation. </p><p><BR><BR> </p><p>In some markets, telecommunications outlets were inundated with orders </p><p>even before the product was formally available. </p><p><BR><BR> </p><p>The launch of the Communicator was part of Nokia's overall aim of </p><p>building a consistent brand image across Asia-Pacific through its </p><p>trademark unique selling proposition "human technology". </p><p><BR><BR> </p><p>High-profile above-the-line advertising campaigns were employed to </p><p>achieve this goal, as well as to achieve number one brand preference in </p><p>all major regional markets. </p><p><BR><BR> </p><p>* This ongoing National Geographic Showcase series features selected </p><p>material from winners and other entries in the Best Use of Media </p><p>category in MEDIA's Agency of the Year Awards 1999. </p><p><BR><BR> </p>