Objective
Nokia’s aim was to create a campaign which communicated that Nokia WAP phones make browsing simple and are the perfect tool for internet access on the go by demonstrating their ownership of the technology platform. They identified a technology-friendly, young professional target audience.
Strategy
Kinetic helped set up mobile WiFi zones to enable WAP users to browse on the go. Twelve specific bus routes were selected to target this mobile audience, running from 25th October 2007 for three months. Buses were fully wrapped in Nokia branding; internal branding included seat backs and card panels. Wireless internet transmitters were installed inside the buses. Boarding gates for these routes at the bus terminuses were also branded with the message to entice passengers to use the WiFi buses.
Once logged on, users were directed to a Nokia landing page and they were then able to surf the net for free, making use of services including music and video downloads and even skype calling.
Result
Nokia communicated how well their internet platform works and how their phones are the perfect partner on the go. The campaign created a huge buzz amongst commuters in Singapore and raised awareness with their blanket branding of the bus termini. The campaign was seen as a huge success and there are plans to roll it out across 2008.
