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Nokia snags Mobile Marketing Association Award for innovative Unilever campaign

When I launched LATAM with Andres and Fatima, this is one of the first campaigns that we launched.

PRESS RELEASE:

Nokia took home a Mobile Marketing Association Award for its innovative work on a mobile advertising campaign for Unilever’s Seda Teens Shampoo in Brazil. The initial goal of handsets sold for this product launch was met after only one month, prompting four increases in volume to meet retailer demand, still selling out after only two months.

The campaign, which won an award in the Branding Category for Latin America, drew consumers in with a branded mobile device, downloads, a game, a social networking site, and ads that ran on the Nokia Media Network. The Nokia Media Network is a premium, handset-agnostic mobile advertising network comprised of top-tier global publishers, operator partners and Nokia services such as Nokia.mobi.  

“We were excited to take part in this new marketing initiative, allowing us to reach the consumers we want on the device they want,” said Paula Lopes, marketing manager for Unilever. “This campaign shows how innovative both Nokia and Unilever are when it comes to reaching consumers.”

Nokia and F.biz, Unilever’s mobile agency, developed the mobile advertising campaign including:

• A customized device – the Nokia 5200 Pink packaging came with a Seda Teens-branded sleeve, phone jewelry and a folder presenting the Seda teens offer;

• Customized software preloaded with Seda Teens advertisements in the opening and closing screens, four Seda Teens ‘themes’, a Seda-branded game and MP3s from a popular Brazilian band;

• Bookmarks preloaded to the device, pointing to a Seda Teens game named “Dancing Star”;

• A branded social networking site, accessible on both mobile and the traditional web, that allowed users to browse beauty and health tips, horoscopes and an area called “Experts,” where they could submit questions on life; and

• Banner ads that ran on the Nokia Media Network and decks of all major Brazilian mobile operators, leading to a download page for the game and the community site.

In addition to selling out inventory four times, the campaign generated twice the number of visits to the mobile site than the traditional website and more than 11,000 game downloads. The mobile website averaged a 10 percent click-through rate.

Nokia Interactive Advertising helps brands reach the potential global audience of 3.3 billion consumers with mobile devices. Through the Nokia Media Network and Nokia Interactive Solutions, Nokia Interactive Advertising provides brands with all they need to connect with and engage consumers with mobile advertising. 

Nokia sweeps the board at Mobile Marketing Awards

Wins Grand Prix, Creativity and Innovation Awards

 

 Nokia Interactive picked up five awards at Mobile Marketing UK 2008 Awards at Bloomsbury Ballroom in

London

March 6. “Shoot and Score”, its project for Vodafone around the UEFA Champions League picked up the coveted awards for “Best creativity in Mobile Marketing” and “Most innovative use of technology in Mobile Marketing.”

Vodafone Mobile Internet, another Nokia project, won the big prize of the evening, the “Grand Prix”, which was voted for by the 250-strong audience on the night. The project also picked up the “Best use of mobile as part of an integrated campaign” award earlier in the evening.

Nokia’s work on mobile couponing with the Financial Times was also recognized and commended in the “Best use of mobile in customer relationship marketing” category.

“The standard of mobile campaigns has shifted up a gear this year, so it’s a huge endorsement that the work we do for brands is still leading the pack. Vodafone and the Financial Times have been pioneering new technologies with us and importantly ensuring that the consumer experience remains simple and rewarding,” said Mike Baker, VP and Head of Nokia Interactive.

Shoot and Score, developed in connjuction with Mobile Acuity, used pioneering image recognition technology and an original creative idea to engage consumers in a mobile penalty shoot out, supporting Vodafone’s sponsorship of the UEFA Champions League across multiple channels.

Vodafone Mobile Internet was a multi-faceted mobile campaign that engendered usage of mobile internet services, using MMS and brand new mechanics such as “text-to-search”.

The Financial Times project, developed in conjunction withi-movo, pioneered the use of mobile coupons to drive circulation of the newspaper.

Nokia acquired mobile advertising leader, Enpocket, in October 2007.

Nokia Interactive has an ambition for all consumers to have connected mobile devices with rich and valuable services supported by relevant and respectful advertising. The Nokia Media Network provides reach to millions of mobile consumers through advertising on more than 70 blue-chip mobile publishers, operator partners and Nokia properties. Hundreds of top brands, including BMW and Paramount to use Nokia’s award-winning mobile marketing team to create end-to-end, high-performance mobile experiences for their customers.

 

IMA awards 2007: Nokia Ad Business wins Best Use of Multiple Channel

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