The power of this MIDAS TOUCH has reached the global platform with this innovation winning the award of the “best radio innovation” at Cannes Media Lions 2009
Today, music on mobile phone has been revolutionized from a passive experience to an active social platform. For youth, music on mobile is an expression of themselves. Conventional route of passive music experience led to no single player dominating the Music phone category.
Nokia’s XpressMusic launch into 2009 was also its first ever touch phone and was slated to be the “I-Phone killer”. Touch mania had taken over the Indian cellular phone market with the launch of I-Phone. Research revealed that the TOUCH experience of an I-Phone was a bigger trigger to purchase than its Music capability. Though feature to feature, Nokia 5800 was a much better choice; we had to provide a superior touch experience to be in contention.
The brand wanted to position itself amongst the youth as a premium music device, with an all new touch interface. The objective was to engage the youth with the device giving an experience of Touch to Music.
Target Markets/ Audience:
Nokia 5800 Xpress Music was a part of the premium/ multimedia mobile phone segment. The activity was executed in the 6 big metros of India viz. Mumbai, Delhi, Kolkatta, Chennai, Hyderabad & Bangalore which contributed to 80% of the sales in this segment. The target audience for the brand was the newly emerging uber cool youth brigade in the metros, aged between 15-34 years, for whom technology was a way of life.
Innovative Media Solution:
The brands proposition was “Touch, Play, Share your favorite Music with Nokia 5800 XpressMusic. The strategy had to integrate “XpressMusic” on a platform that transforms an individual passive moment into an active expression of emotions through music.
Research has revealed that 65% of music consumption for youth happens out of home. Radio has created a revolution in India as a major source of entertainment linked to music. FM radio has gained popularity amongst the youth of today. Within the specified target markets 75-80% of the radio listenership happens out of home making it an apt medium for the amplification of Touch, Play, Share. The explosion of malls in India had created an effective touch point where youth spent a considerable portion of their leisure time.
Synergy between out of home activation & radio was created to heighten participation of youth
First time ever 10000 RJ’s for a single station:
Nokia 5800 XpressMusic station had close to 10000 Radio Jockeys (RJ) every time it went live i.e. every Saturday between 5-9 PM. Conventionally a radio station has one or two RJ’s but the whole process of experiencing the product transformed everyone who touched the XpressMusic station into an RJ as he played his own song.