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Nokia Wins Mobile Marketing Association Award

By Andrew Redfern @ 18th November 2008 10:30 am

Nokia took home a Mobile Marketing Association Award for its innovative work on a mobile advertising campaign for Unilever’s Seda Teens Shampoo in Brazil.

The initial goal of handsets sold for this product launch was met after only one month, prompting four increases in volume to meet retailer demand, still selling out after only two months.

The campaign, which won an award in the Branding Category for Latin America, drew consumers in with a branded mobile device, downloads, a game, a social networking site, and ads that ran on the Nokia Media Network. The Nokia Media Network is a premium, handset-agnostic mobile advertising network comprised of top-tier global publishers, operator partners and Nokia services such as Nokia.mobi.

“We were excited to take part in this new marketing initiative, allowing us to reach the consumers we want on the device they want,” said Paula Lopes, marketing manager for Unilever. “This campaign shows how innovative both Nokia and Unilever are when it comes to reaching consumers.”

Nokia and F.biz, Unilever’s mobile agency, developed the mobile advertising campaign including:

* A customized device * the Nokia 5200 Pink packaging came with a Seda Teens-branded sleeve, phone jewelry and a folder presenting the Seda Teens offer;

* Customized software preloaded with Seda Teens advertisements in the opening and closing screens, four Seda Teens ‘themes,’ a Seda-branded game and MP3s from a popular Brazilian band;

* Bookmarks preloaded to the device, pointing to a Seda Teens game named “Dancing Star;”

* A branded social networking site, accessible on both mobile and the traditional web, that allowed users to browse beauty and health tips, horoscopes and an area called “Experts,” where they could submit questions on life; and

* Banner ads that ran on the Nokia Media Network and decks of all major Brazilian mobile operators, leading to a download page for the game and the community site.

In addition to selling out inventory four times, the campaign generated twice the number of visits to the mobile site than the traditional website and more than 11,000 game downloads. The mobile website averaged a 10 percent click-through rate.

Nokia Interactive Advertising helps brands reach the potential global audience of 3.3 billion consumers with mobile devices. Through the Nokia Media Network and Nokia Interactive Solutions, Nokia Interactive Advertising provides brands with all they need to connect with and engage consumers with mobile advertising.

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