Nokia Nseries Campaign by Madhouse – Unleash the Power of Nseries

Background
Seeking to most effectively communicate to its target audience with a mobile campaign on how the PC internet experience can be brought to mobile via the Nokia Nseries, Nokia explored the capability to tailor the marketing message to individual needs in real-time.

Goals

Differentiate individual users’ handset model in real-time and serve appropriate content in order to craft the most versatile and individually relevant marketing campaign

Gain in-depth insights about current and potential customers to shape future campaigns

Solution

Unprecedented targeting via WAP ads – differentiated customer segments in real-time and serve appropriate ad and content based on handset model.  N70, N72, N73, and N93 users are shown 1 set of WAP banner ads linked to the Nseries mobile internet campaign WAP site while specified competing high-end handsets see another set of banners linked to a second variant of the Nseries mobile internet campaign WAP site 

Zeroing in on retention – WAP site designed for Nseries users that featured exclusive content such as TVC, wallpapers, greeting cards, and software downloads including mobile IM client (MSN, QQ), mobile search client (Baidu, Windows Live), direct access to popular portal and email sites

Zeroing in on acquisition – WAP site designed for competing high-end handsets (business, entertainment, and handsets above 2,500 RMB) that touts the powerful functions of the Nseries via animated gif demos

Result

During the month long targeted campaign, Madhouse served over 10,000,000 intelligently targeted impressions to designated handset models generating nearly a 4% click-through rate with approximately 230,000 unique participants learning about the power of the Nokia Nseries. In addition, Nokia gained valuable handset segmentation insights via campaign participant to drive future campaigns.


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