Media: Strategy Analysis - Giving exclusivity to Nokia gig-goers.

 
Brand: Nokia 
Client: Simon Lloyd, head of marketing, Nokia 
Brief: Re-engage target audience 
Target audience: 16- to 24-year-olds 
Budget: Small - tasked to find an affordable solution 
 
AGENCIES 
Media: MediaCom 
Creative: Haygarth 
Technology consultants: Smart Fusion 
PR: TX Media and Amazing 

Nokia wanted to re-engage the 16- to 24-year-old audience. After enjoying a period of dominance in the mobile phone market, its market share was under threat from its rivals' product innovations being targeted aggressively at the youth audience. SponsorCom Live was asked to develop a solution that would increase youth preference, with scope to become a long-term marketing solution.

SponsorCom Live recommended partnering with a music promoter to create a unique music-access programme. The objective was to make Nokia the brand that offered music fans their best chance to get gig tickets. As the service needed to be universally available, it was made free and open to Nokia and non-Nokia users alike.

The music industry is moving to a point where it may offer all mobile brands the same music content. On this basis, it was decided a ticketing deal could provide Nokia with exclusivity in an asset whose supply is limited. Nokia partnered with one of the world's major music promoters, Live Nation, which had the business scale to secure tickets that would cater for all musical tastes.

EXECUTION

Nokia Ticket Rush was launched in February 2006, offering Nokia users a free subscription to the service; gig information and tickets direct to handsets. Users could also take advantage of ticket discounts and exclusive offers.

- Press: Directional ads were placed in high-coverage event and music listings magazines such as NME, Kerrang! and Music Week. High impact formats were used to create a sense of occasion and excitement.