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1、Launch of Nokia 6210 in ChinaHow we use online to complement offline campaign,Objectives,Add top spin to planned new product launch campaignTo dimensionalise Nokia 6210 as the essential tool for businessmen and professionalsBuild awareness and product communication among targets.To create hype so as
2、 to build an“urgent need”to get hold of N6210.To build a database for loyalty marketing.,Nokia 6210 Target Group,Young professionals,businessmen,higher education,higher income,aged between 25-40.30%are new purchasers,and 70%are replacers.They are the achievement-driven type of businessmen,demand to
3、have a mobile phone with full range of advanced features.They want to be well informed,have things in control,and be ready to face any challenges.Believe that new technology helps improve ones productivity,way of working etc.,Product Positioning,Nokia 6210 is your best choice mobile phone,which help
4、s you to be ready to grasp critical business opportunities and to go through challenges,as it provides with all the advanced features for success.,Nokia 6210 Key Features,Large Memory(Large capacity for storage of important data.),Built in WAP browser(Mobile internet services.High speed modem to PC
5、for24/7 internet services),Extended Calendar(Calendar in your phone,synchronize data with your PC),Sleek,Ergonomic styling(Perfect for work and play!),Be readyFor anything,Online Strategies for Nokia 6210,A targeted,high impact awareness campaign through visibility to build launch feeling,and genera
6、te interests for further information.A synergized online creative with offline advertising to maintain consistent image for Nokia brand and product.An interactive promotional program to induce involvement and product communication and to create potential sales leads through database.,Surround SoundO
7、nline Approaches for Nokia 6210,AwarenessReach/Frequency/Target profilingImpactLaunch feeling:New rich mediaConsistencySynergised creative to support online campaignProduct CommunicationMicrositeInvolvementOnline promotion,DatabaseLoyaltyEmail marketing,New richmedia tech to build Impact(Flash+Java
8、Layer),Sample,Popup Window for Online Promotion,Big Size Button,网易IT频道首页小横幅:265*35,Buttons are as effective as banners,Capture Internet users attention by demonstrating the key features,Email Marketing to promote brand loyalty,What other value added ideas,Online WAP features demoE-PR Strategy for ne
9、ws releases to editorsViral Marketing to further dimensionalise product features,Online WAP features demo,Use innovative creative techniques to announce,create noise and interest,Create news impact on launch dayCraft and disseminate press release to key dot com journalists.Text links on front page o
10、f major news portalsBuild“news event”status on launchLink to a“news story page”,with a link to microsite,E-PR Strategy,Use innovative creative techniques to announce,create noise and interest,Viral email marketing campaign Using“day in the life of an executive”to dimensionalise Nokia 6210 product fe
11、atures.Let your consumers push this to your target audienceUse humour to create warmth to Nokia brand.,Viral Marketing Creative Suggestion,How to perform better for both work and family Monday morning,rush to work.Realized need to call clientfumbled for diary.Remembered N6210 has the number.Successf
12、ully made appointment.Phone beeps appointment so he made to meeting place with time to spare checks calendar on N6210.See daughter birthday party tonight.Uses WAP to order a cake for daughter then attends meeting.Meeting was successful.Goes home.Wife is happy that he remembered the cake.,Nokia 6210
13、Overall Campaign Flow,6210:Be Ready,Famous Winning Strategies,6210 Promotion Microsite Product information Interactive demo/tutorial Retail outlets,Rich Banners,ePromotion,Text link/News Release,Viral Marketing,Media Selection,As it is a new product launch campaign,high awareness needs to be built i
14、n a short period,media selection should focus on high reach sites.Netease,Sina and Sohu are the top 3 portals in China according to IamAsia,it almost covers 100%internet population.,Media Budget Summary,Given Budget:We recommend two options for Media Budget,main differences are:Option 1To build stro
15、ng launch impact and attention gettingInnovative creative idea to overcome the CTR concerns for using bannersMore spending for rich media,howeverOption 2To build strong launch impactTo create better awareness via involvementTo collect databaseTo leave more budget for Floating,Media Budget Summary-Op
16、tion1,Option 1:To use rich media to build awareness,interest and dominating image for the 1st week,button and textlink to follow up for both reach and frequency.Emails used for reach and loyalty program.,Rich Media Banners,Button,Text Link,Email Marketing,45%,40%,11%,4%,D1 D5 D6 D21 Budget,Button,Te
17、xt Link,Floating,D1 D5 D6 D21 Budget,21%,34%,15%,30%,Pop up window,Media Budget Summary Option 2,Option 2:To use Pop-up window to draw attention and use online promotion to increase better involvement,will leads to better product communication and database.,Media Schedule Option 1,AdXplorers Services,Integrated online strategies,planning,production and executionWeekly updates of changes during campaign periodPost-campaign analysis report,
