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Business Case
Nokia wished to Create product demonstrations-on-demand to enhance the number of demos delivered, Retain an “innovation edge” over competitors for their high-end phone launches, and Integrate campaigns across print, outdoor and other media channels.
SOLUTION
We focused to demonstrate Nokia models and their features to inspire and elevate consumers to smart phone usage. Consumers were invited to capture print ads using intARact app on their mobile to view the video demo of the product.
We decided to take the AR experience one step further and wanted consumers to experience how a new innovation can change their lives. We worked with our partner Times of India to augment the complete newspaper to let consumers use their mobile and receive additional news, videos and information on launch day of Lumia. Complete front page of Times of India was branded with the concept. Users were invited to experience the new Lumia. Consumers got to view the entire newspaper in a Tiled format on all phones resonating the windows experience that Nokia wanted to drive in this launch. |
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RESULTS
More than 40,000 demos were delivered as part of the E7 and E8 model launches, demonstrating the power of innovation. 72% of these demos originated from Nokia handsets. More than 15,000 users engaged with Lumia on day 1 of the launch. Other than taking time to view the features of the product, consumers used the campaign to engage more meaningfully with newspaper ads. 42% of these were Nokia users. 50% of repeat users had moved to newer models of Nokia and 30% of them had switched to other smart phones, and 20% remained with the same phone as when they interacted previously.
Campaign attracted consumers with more than 120+ phone models and 10 different cities. Handset profiles demonstrated the pattern change between cities.
What We Learnt
Augmented Reality and Image Recognition delivers increased response rates, and integrates long-term brand objectives. Unlike solutions that ignore non-iOS handsets Wider consumer adoption rates were made possible for Nokia because we supported a wide selection of handsets carried by potential customers. Advertiser and their agency had clearly identified business objectives and that clarity helped draw benefits of focused deployment of AR solutions. The initiative integrated otherwise disparate traditional and technology media promotions for optimal results.
