The key communication goal of this campaign was to launch the Nokia 8250 mobile phone, the first Nokia mobile phone to have a blue screen.From our consumer research and discussions with the creative agency and client, we arrived at “Human Technology” as a theme that could provide cut-through for the campaign. Within this theme, we positioned the Nokia 8250 as a seriously cool mobile phone to have.

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 postcards in 2D format. Zenith revolutionised the use of this medium.To promote the more up-market Nokia Blue N8250 phones, circulation of the postcards were restricted to exclusive entertainment outlets. The unique postcards were fitted with blue sunglasses. They were a smash hit. Patrons spent many fun-filled evenings “wearing” the postcards in front of their faces whilst dancing.Sandwich Positions in NewspapersTo heighten the awareness of the Nokia 8250 quickly, Zenith negotiated for unconventional ad placements in all leading newspapers. The Nokia 8250 ads were uniquely sandwiched with blue themed editorial surrounding them. The impact was tremendous as this unique ad positioning was very conspicuous by Malaysian standards and tied in nicely with the fun sunglasses at the entertainment outlets.Both media executions contributed greatly in humanising technology-driven Nokia to the general consumer and Nokia 8250 was a major hit in the country. 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 conventional media to unconventional media.

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.