Nokia20092008Nokia V1-Filename.ppt/YYYY-MM-DD/Initials1New Convergence Campaign 2009 Big BangMarketing Activation1Nokia2009N97的产品特点与 SolutionHas a personalized touch homescreen that allows you to embed and access LIVE widgets that constantly update information on your phone hence online as it happens !2008Nokia V1-Filename.ppt/YYYY-MM-DD/Initials2KSPs: 动态更新 的个性化触屏，随心设置，随时更新内置多款 互联精灵 (Widget)，方便快捷畅游互联网3.5英寸宽 触摸屏与全键盘 设计，自由切换，触控无限精彩内置 32GB超大存储空间 *，体验非凡炫酷影音* 支持多媒体存 储 卡，可 扩 展至 48GBNo. Preload Widget1 Taobao2 Ctrip 3 Piao.com4 Funguide5 Sina News (Live)6 Sina Finance7 Caijing (Finance)8 Da Zhi Hui (Live)9 Cosmo10 HeziTwo communication focus: Widget + Personalized HomescreenNo. Preload Homescreen1 Clock2 Shortcut3 Top contact4 Music Player5 Email (Live)6Sina news (Live Widget)上市包装：全部为加入第二块电池和蓝牙耳机的限量版包装2Nokia20093 32009NokiaMobileWOMTVRetailDigital-earned,bought,ownTVC(30”+15”)in38cities（ CCTV+LocalTV）Massreachtobuildawareness;Highaffinitychannel/programaseffectiveandprimaryplatformtocommunicatecampaignmessagewithtargetsLTOOHcover45citiesand72sitesinbillboardsSTOOHfocusonfourregionalkeycities:Metro,Airport,OfficeMessagehighlight:Personalisedwidgets+“Touch+QWERTY”FullrangePOSM,LiveDemo,PromotersTointroduceN97convergenceoffertotargetconsumers.ToeducationandIntroductiononHomescreenandwidgetsToco-opwiththedownloadchannelsoftheleadingWAPportalstodrivewidgetdownload.Tocreatebuzzviainfluencers,suchasfamousbloggers,mastersofmobilephoneBBS,viralmarketingonSNSsitesandIMgroups.KeyMessage:MypersonalizedinternetalwaysinTouch我的网络，随触可得ThreeKeySellingPointsPersonalizedHomescreenLocalwidgetoffersTouch+QwertyBrought:Broughtadinportalsite,SNS,videoetcDemonstrateproductKSPandDrivetraffictoownmediaEarn:Co-opwithwidgetpartner;Sina,Taobao,CtripetcOwn:Nokia.com.cn,Mobi,MyNokiaDigitalbasedactivationprogram:InternetMillionaire(Campaignsiteandpromotion)Newspaperin4regionalcitiestosupportPre-order40nationalmagzinetitlesinallmajorcategories.Cooperationwithwidgetpartnerforco-marketingPrintCinemaCover4regionalcities,24cinemas,attachedto30Kfilm60”globalcinemavideoonairJun9-July9thTeaservideotodrawcuriosityandattractattentionAnnourcementforInternetMillionaireActivationprogramOOHDraft L/O only西区落地活 动 活动目标：在 公司 ATL的投入前，选择精准的目标消费者沟通渠道 传递上市信息，从而 使 N97在西区的市场上市声音最大化活动策略：。 活动策略 扩大目标消费者沟通渠道 即从常规销售渠道扩展到其他如高档商场、高档写字楼、银行 VIP等在精准的消费者渠道 找到 N97的部分目标消费者 ；通过特殊预定方式及完成销售 ,使之成为意见领袖，从而推动口碑营销。准确找出 不同消费群体对 N97的关注点 ,以正确的推广方式传递上市声音零售渠道 透过方式保持正常的预定及订购模式Consumer Touch-Point Plan for activation of campaignNokia2009TVC4Nokia2009Widget Partner Ad: Cosmo Widget Ad- Cosmo own Funded Ad. Nokia Campaign Print AdPrintad.Layout5Nokia2009N97OOHVisual6Nokia2009Pre-LaunchCinemaVideo7Nokia2009互联网 什么是互联网的百万富翁Similarto“WhoWantstobeaMillionaire?”program,itsatrivia/generalknowledgecontest.Buttobedifferentiatedfromtraditionalquizprogram,wedontchallengepeoplesmemoryorscopeofknowledge,weencourageparticipantstosearchfortheanswersviamobileinternet.Activationisdividedinto3phasesthroughout3months:On-lineexamination/PhoneCallQ&A/F2Fcompetition.ThegrandprizeisRMB 1 millionincashforthefinalwinner.Wealsoprovidevirtualprizeforparticipants,includinglocalwidgetpartners(likeTaoBao)andpopularlocaldigitalpartners(likeXiaonei,Sina&QQ)virtualmoney.8Nokia2009网络主要合作伙伴Strategic PartnerCore Media PartnerSponsorshipHotline Partner9Nokia2009MarketingDeliverables-Print&Outdoor(WIP)10Nokia2009零售物料11Nokia2009区域市场活动重点：在特定渠道的预定及 6月 13日之后的订购DigitalNationalTV/ProvincialTVtocover30KeycitiesPrint/OutdoorOnline-Own:Nokia.comNokia.mobileMyNokia,Onlineshop,Retail POSM6/15CustomerMarketingTVCMagz/Metro/Airport/BusShelterP6 P7 P8P5P4Comms/PR OnlineQ&APreorderandsalesstartPre-orderActivity5/276/12DistrictN97SalesLaunchActivitySpecialChannelCustomerMarketingLaunch Event - May 26 (BJ)MediaTrialuse&onlinespecialcolumn EditorialSearchforN5/266/13上市信息在选择的地点进行精准沟通 +预定6/136/30在正确的地点进行精准沟通 +现场订购 +送货NPPLiveDemo(6/6)Dummy(6/271stbatch)Sales Start June 13 (CD)12Nokia2009精准营销方式体现在目标消费者、渠道及方式的选择人群 人群细分 人群特点 如何寻找人群 具体方式CoreAudience（核心受众）Tech.Leader（技术先行者 )Tech.Stylist（技术潮流追随者）1/注重产品功能2/较理性3/对 n97关注度极高4/忠实网民专业 BBS高档写字楼 高档写字楼楼宇广告投放（内容：上市及预定信息）。时间集中在上班高峰期。投入强度在此时间内最大化高档写字楼地下停车场派发 N97上市及预定信息的单页写字楼大厅静态 Demo(道具新颖 /配备预定及吸引客户的礼品）BuyingAudience（有购买欲望的人群）YongExplore（年轻探索者）StyleLeader（潮流领导者）1/对新事物非常感兴趣，希望第一时间拥有2/注重手机的外观3/经济收入不高Socialmedia时尚餐吧（必胜客）娱乐场所 年轻人聚集地的推广，如时尚商场、餐厅。（方式：具有震撼及视觉冲击力的陈列，体现 N97独特的外观及功能）和代理商共同行动，开展分期分期付款的灵活购机方式，加强预定机会HaloAudience（边际购买人群）LifeBuilder（生活构建者）Pragmati