Brand Owner: Nokia
Region: Hong Kong
Date: November to December 2007
Media Agency: MediaCom
Other Agencies: Bates Asia
Media Channels: Print, out of home, product placement
Nokia was facing a big challenge from competitors vying for youth preference in Hong Kong.
With the launch of the Nokia N81, the company saw an opportunity to deepen its relationship with the target audience, whose members are attracted to fun gadgets and are easily influenced by friends, celebrities and trendsetting media.
The media solution took advantage of a pop-culture phenomenon in Hong Kong: gashapons, or small toys sold in vending-machine capsules. "Mega gashapons" in the shape of N81 models were placed in fashionable shopping areas. Mini N81 phone straps were put inside the toys for youths to collect and exchange with friends.
Mall shop owners agreed to display collectible N81 miniatures in their shop windows to help project the "in" product image. Celebrities holding gashapons were pictured on the covers of trend-bible magazines, winning over youths as brand advocates.
More than 26,000 gashapons left the machines after significant word-of-mouth buzz. Youth preference increased 10% during the launch month.
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