The key communication goal of this campaign was to launch the Nokia 3310 mobile in a manner that brought out the fun elements of the phone without compromising its technologically innovative features.From our consumer research and discussions with the creative agency and client, we arrived at “Human Technology” as a theme that can provide cut-through for the campaign. Within this theme, we positioned the Nokia 3310 as a seriously fun mobile phone.

To have an element of uniqueness in our communication, we explored all kinds of creative ways of communicating the concept. This is evident from the ideas listed below. Nokia PostcardsPostcards are placed in special stands in restaurants and clubs targeting the urban youth segment. Most advertisers print their post cards in 2D format. Zenith revolutionised the use of this medium.Nokia 3310 phones with perforations were printed on the postcards. These perforations could be origami-ed into 3D models of the N3310. Youngsters loved it because of its interactivity. There was a mad frenzy for the postcards in the entertainment outlets in Kuala Lumpur. Patrons were scrambling to collect the postcards in the different colours and they have become collectors’ items today.The Sun WraparoundThe press advertisement to launch the Nokia 3310 featured a colourful lollipop. Zenith negotiated with The Sun, a leading English daily in Malaysia to convert this into a wraparound. To add retention value to these posters, important telephone numbers were printed on them. The Sun reported that their newspapers were sold out much earlier than usual on that day because there were many curious onlookers trying to find out what the candy lollipops were all about. Since the wraparound was so well received, Nokia had them distributed at their roadshows, this time with a real lollipop attached to the wraparound. Consumers were absolutely delighted. The first thing we did was to shift our mind-set from looking at this campaign from a media perspective to a communication perspective. From then on it became clearer that we needed to use the channels (note that we are not using the word “media”) that best connect with the consumer.

Besides using media research to identify key media, the media team also conducted additional research to analyse the consumer mind-set, their daily habits as well as their motivations to purchase mobile phones.The analysis we did paved the way for us to identify the “killer consumer insight” as well as select the appropriate channels to reach out to our consumers. This submission is indeed special as it went the depth and breadth to touch the consumers at various levels through various channels ranging from traditional media all the way to ground level activities.

The manner in which Zenith Malaysia has executed these ideas has also revolutionised the way the media can be enhanced to deliver more impact for the advertiser.We saw “Human Technology” as a great idea because it touched the consumers at an emotional level. This turned out to be the secret to unlocking the barriers of communicating in a category that is fiercely driven by product innovations and technology.Why should this campaign win? There is uniqueness and leadership written all over the campaign. The way the consumer was analysed, the way the communication channels were selected, innovative use of media, never been done before ideas as well as interactive ideas. They were all there and they connected with the consumers.

More importantly, this campaign entrenched Nokia’s position in the market as the undisputed leader in the mobile phone category, enabling Nokia to achieve their business objectives as well.

The first thing we did was to shift our mind-set from looking at this campaign from a media perspective to a communication perspective. From then on it became clearer that we needed to use the channels (note that we are not using the word “media”) that best connect with the consumer.

Besides using media research to identify key media, the media team also conducted additional research to analyse the consumer mind-set, their daily habits as well as their motivations to purchase mobile phones.The analysis we did paved the way for us to identify the “killer consumer insight” as well as select the appropriate channels to reach out to our consumers.