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