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Nokia Rock Up & Play

Nokia

Issue 5 | July 2008

Agency

Haygarth

Creative Team

Martin Steel - Creative Director;Tony Groth - Creative;Chris Lloyd - Creative;Toby Black - Creative;Andy Newstead - Creative

Production Team

Dobson White Partnership

Other Credits

Nilam Patel - Associate Director;Chris Mallindine - Account Director

Date

Summer 2007

Background

Nokia has been losing brand preference amongst the youth market. Music immersed 16 to 24-year-olds were identified as a key audience to re-engage, and use to drive broader brand re-appraisal of Nokia music devices. With a cynical audience and an abundance of brands already in this arena, a unique concept was needed.

Idea

The Nokia Rock Up & Play concept was developed to enable consumers to play to a live audience by simply providing the stage for them to get up and perform spontaneously - whether by themselves, with their mates or their band members. The agency acknowledged that young people need to feel involved, rather than just 'being there'. Unlike the numerous brands doing talent searches, they wanted to develop a concept whereby consumers themselves were the brand experience. Alongside the performances, they also provided ways to accommodate those who don't play an instrument. Anyone was able to converse with artists in Q&A sessions, play in Air Guitar Championships, view and see new talent or just interact with the Nokia handsets for highlights, guitar mobile tutorials, playlist tracks, picture printing or battery recharge facilities.

A free downloadable mobile festival guide was also created (for all mobile handsets) to ensure festival goers could make the most of their experience with up to date line-ups and news, as well as Nokia competitions. The experience was taken to credible music venues, music retail and the summer's top music festivals: Download and The Carling Weekend Reading and Leeds Festivals. The campaign was supported pre and post festival through press, radio, third party banners, ticketing flyers and online whilst on site by arena branding, main screen content, advertising on the festival laminate and Bluetooth messaging. An interactive website supported and amplified the campaign - www.nokia.co.uk/rockupandplay - giving users the opportunity to participate in the Rock Up & Play online.

Results

The campaign was measured against reach, exposures and interactions with the campaign (from music immersed 16 to 24-year-olds). To date, the campaign reach has exceeded two million, with direct exposure to around 420,000 festival goers during the Summer plus a further 650,000 unique visitors to the Rock Up & Play microsite. 60% of these directly interacted and engaged with the brand experience. The tent attracted one of the highest levels of visits after the main stages. 88% of visitors claimed the Rock Up & Play activity added positively to their festival experience, and 83% claimed post festival that Nokia was the leader in mobile technology, and had good products on which to play and listen to music.

Target Audience

16 to 24-year-old music-immersed youths.

Our Thoughts

Getting a load of teens to attend a live-act tent at a festival isn’t the hardest sell, but saturating the already heavily branded site almost as liberally as the mud is. Through clever placement (festival screens and laminates), great use of technology (bluetoothing indispensable info) and canny utilities (a phone charging service ensuring queues across the field) the brand ensured a presence that was unavoidable.

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