PR COMMS
Cohn & Wolfe PR Comms Report
Oct 2013

A summary across all lines of business, key achievements and
highlights, a...
GLOBAL
FOCUS
BUSINESS UNIT COMMS
SMART DEVICES
MOBILE PHONES
HERE
DEVELOPERS
DISRUPTION
MARCOMMS
SMART DEVICES
This month the smart devices team continued their support for the launch of Lumia 2520, 1520 and 1320 in
the...
SMART DEVICES
KEY ACHIEVEMENTS FOR OCTOBER
•

Support for sales start release and narrative Q&A

•

Creative ideas for see...
ANALYST REACTION AT NOKIA WORLD
REPORTS
Ovum
•
―The expanded Lumia portfolio certainly makes for an impressive sight when ...
ANALYST REACTIONS
TWEETS
MOBILE PHONES
October activity focused on preparations for Nokia World Abu Dhabi and activities on the ground. The
event w...
MOBILE PHONES
KEY ACHIEVEMENTS FOR OCTOBER
•

NOKIA WORLD:

•
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– Finalised comms assets to accompany launch of the Nokia...
MOBILE PHONES
UPCOMING FOR NOVEMBER
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•
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•
•
•
•
•
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Refresh of core comms documents including updated MP Q&A, Crib Sh...
“…for the money-conscious consumer Nokia has a built
a fresh, intriguing line-up.” Nick Summers, The Next
Web
“Nokia’s Ash...
ANALYST REACTION AT NOKIA WORLD
REPORTS
CCS Insight
•
―If the new designs prove popular with users it should be a design d...
ANALYST REACTIONS
TWEETS
HERE
The month of October was primarily focused on thought leadership and elevating overall
brand awareness for the HERE t...
HERE
KEY ACHIEVEMENTS FOR OCTOBER
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•
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Secured speaking slot for Peter Skillman at SXSWi on the topic of creating ...
HERE
UPCOMING FOR NOVEMBER
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Secure media interest in See HERE campaign, including True Car ride-alongs a...
COVERAGE HIGHLIGHTS
Headline: Nokia, Indian upstart square up to Google‘s
mighty mapping empire
Summary:
―Google's assumed...
DEVELOPERS
During October, Team DX supported key initiatives tied to global announcements at Nokia World Abu
Dhabi. The te...
DEVELOPERS
WRITING SUPPORT FOR NOKIA WORLD ABU DHABI
Supported the DX team by producing a quick reference app announcement...
DEVELOPERS
KEY ACHIEVEMENTS FOR OCTOBER
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•
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Secured feature piece for Internships Lens on CNET
Secured Adidas miC...
DEVELOPERS
HOW WE‘RE TRACKING AGAINST KPIS
KPIs submitted to client for approval include:
• Coverage volume (by percentage...
MARCOMMS
BIGGEST WIN OF THE MONTH
•

Launched and owned ‗International Mobile
Photography Day‘ to Reinforce the Lumia 1020...
COVERAGE HIGHLIGHTS

45,007,328 Impressions
7,947+ Social Posts
MARCOMMS
MAIN FOCUS FOR NOVEMBER
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1020 Wedding shoot is taking place on 8th Nov in Mexico
with a view to sell in Q&A, in...
MARCOMMS
WHAT‘S GOING REALLY WELL
•

The weekly buzz report has continued to go
to more people within Nokia, with fun link...
MARCOMMS
WHAT WE COULD DO BETTER
•

Ensure all relevant internal partners within Nokia are involved prior to providing a f...
IN MARKET COMMS
US
UK
SWEDEN
FINLAND
US COMMS
KEY ACHIEVEMENTS FOR OCTOBER
•

•

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Nokia World: The US team conducted pre-brief meetings with 15+ top tier m...
US COMMS
UPCOMING FOR NOVEMBER
•

•

•

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Lumia 1520 & 2520: The team will be organizing review seeding events in New Yor...
US COMMS
HOW WE‘RE TRACKING AGAINST KPIS
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Message penetration: 55% (over half) of coverage includes one or more ...
COVERAGE HIGHLIGHTS
Headline:
• “TechBytes: Tablet Launches,
Facebook Outage”
Key Quotes:
• ―Nokia unveiled it‘s first Win...
COVERAGE HIGHLIGHTS
Headline:
• “Nokia unveils Windows tablet,
supersized smartphones”
Key Quotes:
• ―Nokia's connected Wi...
COVERAGE HIGHLIGHTS
Headline:
• “Nokia gets into the tablet game”
Key Quotes:
• ―Nokia announced a new 10-inch tablet call...
COVERAGE HIGHLIGHTS
Headline:
• “Gadget demo: Nokia Lumia 1020,
Qube 2 and the iZZi Orbit Pro”
Key Quotes:
• ―This is the ...
COVERAGE HIGHLIGHTS
Headline:
• “FIVE GREAT CAMERAS (THAT
MAKE PHONE CALLS, TOO)”
Key Quotes:
• ―FOR PHOTOGRAPHERS: You ca...
COVERAGE HIGHLIGHTS
Headline:
• “Best of the year: Great buys $500 and under”
Key Quotes:
• ―The Nokia Lumia 1020 is essen...
UK COMMS
KEY ACHIEVEMENTS FOR OCTOBER
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•
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Nokia Lumia 1020 & 625 reviews programme – continued reviews outr...
UK COMMS
UPCOMING FOR NOVEMBER
•
•
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Creative Bonfire Night outreach
Nokia Lumia 1520 and 2520 availability announcem...
COVERAGE HIGHLIGHTS
Headline: “Nokia Lumia 1020”
Publication: PC Pro
Summary:
- ―It‘s all about the camera with the Nokia
...
COVERAGE HIGHLIGHTS
Headline: “Mad-skilled phones”
Publication: T3

Summary:
- ―…it‘s bright, lightweight and
cheap, has s...
COVERAGE HIGHLIGHTS
Headline: “Nokia Lumia 1020”
Publication: What Mobile
Summary:
- ―The Lumia 1020 is one of the best
ph...
COVERAGE HIGHLIGHTS
Headline: “The smartphones that rival
the iPhone 5”
Publication: Cosmopolitan
Summary:
- ―The new Noki...
SWEDEN COMMS
KEY ACHIEVEMENTS FOR OCTOBER
•
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Completed a 1020 Lifestyle Photo activity with a fashion photographer, wh...
SWEDEN COMMS HIGHLIGHT – MOBILE PHOTO EVENT WITH
FASHION PHOTOGRAPHER FREDRIK ETOALL, COVERAGE IN
LIFESTYLE MEDIA, RADIO A...
SWEDEN COMMS HIGHLIGHT – COVERAGE FROM COMPETITION
WITH LUMIA 1520 AND GAMING MEDIA GAMEREACTOR.
FINLAND COMMS
KEY ACHIEVEMENTS FOR OCTOBER
•

Successful Scoopshot-campaign & blog series

UPCOMING FOR NOVEMBER
•
•
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Ta...
COVERAGE HIGHLIGHT
COHN & WOLFE TEAM MEMBER OF THE
MONTH!

Michael Rennett, Account Manager based in London, for his incredible efforts
leadi...
Global pr comms report oct 2013
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  • LINK:http://www.theregister.co.uk/2013/10/16/google_nokia_wonobo_india/
  • Global pr comms report oct 2013

    1. 1. PR COMMS Cohn & Wolfe PR Comms Report Oct 2013 A summary across all lines of business, key achievements and highlights, and putting the agency team in the spotlight
    2. 2. GLOBAL FOCUS BUSINESS UNIT COMMS SMART DEVICES MOBILE PHONES HERE DEVELOPERS DISRUPTION MARCOMMS
    3. 3. SMART DEVICES This month the smart devices team continued their support for the launch of Lumia 2520, 1520 and 1320 in the lead up to Nokia World Abu Dhabi; reviewing and editing overarching narrative Q&A‘s, product sales start releases and an array of creative ideas for both seeding packs and sustenance projects post launch. A few members of the team were also out at Abu Dhabi providing on the ground support for demo staff and attending global media, which was followed up by a detailed recap of results post-launch. The AR team supported an intensive pre-briefing effort in London with 20 analysts from 8 firms, compiling detailed briefing material as well as staffing the meetings and providing comprehensive notes on analyst feedback and reaction, which was incorporated into general launch positioning. US analysts were also prebriefed with a dedicated, local effort led by Virve Virtanen, which the team supported with prep material. The AR team also represented Nokia SD AR in Abu Dhabi, hosting analysts and providing support to executives and the comms team. In advance of the event, the team were heavily involved in analyst strategy and compiled a detailed recap of results post-launch. MONTHLY KPI‘S Net Sentiment: 7% (Target 25%) Share of Voice: 9% Message Penetration: 69% (Target 60%) Number of Articles: 1,856 (Target 250 est) Media Impact: 259k (Target 13k) (Results from September NASDAQ report)
    4. 4. SMART DEVICES KEY ACHIEVEMENTS FOR OCTOBER • Support for sales start release and narrative Q&A • Creative ideas for seeding packs and on going sustenance ideas • Intensive Pre-briefing schedule with global industry analysts • On the ground support at Abu Dhabi for both comms and AR Nokia teams, completely covering AR on the ground UPCOMING FOR NOVEMBER • Lumia 2520, 1520 & 1320 global sales start support (focus on US, UK and Fin) • On going sustenance support for local launches, including seeding packs for the US and UK • SD AR will maintain communications with Virve Virtanen and start planning to ramp support for 2014
    5. 5. ANALYST REACTION AT NOKIA WORLD REPORTS Ovum • ―The expanded Lumia portfolio certainly makes for an impressive sight when the devices are lined up side by side, with their capabilities and positioning laid bare... Nokia has a long way to go to regain its market share, but there is undoubtedly a luster about the business right now that suggests good times may not be too far ahead.‖ Informa • ―From a technology perspective, Lumia 2520 definitely has what it takes to compete IDC in the device category of 10‖ tablets with built-in LTE connectivity. ‖ • ―Nokia's lower-priced phablet, Lumia 1320, is a more intriguing proposition. An LTE device with a screen big enough and sharp enough to watch a whole movie in comfort, for $339 (ex taxes & subsidies), could make a lot of phablet buyers look twice.‖ Strategy Analytics • ―Nokia‘s appetite for innovation and improvement is admirably undiminished by its recent struggles and impending acquisition, and it remains one of the world‘s most distinctive mobile device-makers. The Lumia 1520 and 1320 mark a bold move into booming phablet market.‖
    6. 6. ANALYST REACTIONS TWEETS
    7. 7. MOBILE PHONES October activity focused on preparations for Nokia World Abu Dhabi and activities on the ground. The event was the launch of the new Nokia Asha 500, 502 and 503 and the much awaited WhatsApp coming to the Asha 501 and new Asha devices soon, as well as a number of other apps that were added to the Asha ecosystem. Analyst relations activity remained very strong, with a major pre-briefing tour in the UK reaching 18 top-tier analysts from 8 firms. US analysts were also pre-briefed with a dedicated, local effort led by Saulo Passos. The Cohn&Wolfe team represented Nokia MP AR in Abu Dhabi, hosting analysts and providing support to executives and the comms team. In advance of the event, the team was heavily involved in analyst strategy and compiled a detailed recap of results post-launch. Brief for a new project was also received with advanced planning for future strategy and activities formalised into a plan. HOW WE‘RE TRACKING AGAINST KPIS KPIs are being tracked monthly against the NASDAQ media analysis document. For September all targets were met with the exception of message penetration which was 41% (target: 60%) which we feel is likely due to the impact of the 3rd September announcement which has effected this score.
    8. 8. MOBILE PHONES KEY ACHIEVEMENTS FOR OCTOBER • NOKIA WORLD: • • – Finalised comms assets to accompany launch of the Nokia Asha 500, 502 and 503 – Assisted with the planning and execution of analyst and media pre-briefs ahead of Nokia World in Abu Dhabi – Provided recommendations for WhatsApp Q&A at Nokia World – Made suggestions for creative ideas for the keynote and/or the demo area at Nokia World – Sent influencer suggestions for attending Nokia World – Represented MP AR on-site, managing executive prep, hosting analysts and providing comprehensive feedback notes Received brief on a new project and worked on strategy and plan Monitored coverage for Nokia Life ramp down
    9. 9. MOBILE PHONES UPCOMING FOR NOVEMBER • • • • • • • • • • Refresh of core comms documents including updated MP Q&A, Crib Sheet, Key Messages Reactive media relations activity around Nokia Life ramp-down Work with local comms to implement sustenance ideas around the Nokia 207/208 and Nokia 515 Trial sustenance ideas with select global media for the Nokia 207/208 and Nokia 515 Write up substance ideas for the Nokia 108 and share with relevant countries Brainstorm further ideas for the Nokia Asha 500, 502 and 503 to support sales start Build out global press list for future product launches Work with internal comms on further building out plans around new project Brainstorm ideas for WhatsApp availability announcement Plan for upcoming AR activity, including a robust and global seeding programme for new Nokia Asha devices
    10. 10. “…for the money-conscious consumer Nokia has a built a fresh, intriguing line-up.” Nick Summers, The Next Web “Nokia’s Asha OS does have its appeal. The homescreen system, echoing MeeGo, is split into a traditional app launcher and the “Fastlane”, which shows not only the most recent activities, messaging, multimedia, and apps, but allows you to interact with them.” Chris Davies, SlashGear NOKIA ASHA 500, 502 & 503 “Interestingly, the devices feature unique, clear plastic casings around their colored shells, making them appear as if frozen in ice.” CNET “Nokia Asha 500, 502 and 503 bring better camera skills to budget range.” T3 “This is a pretty fresh design technique we haven't seen much of before” – Brad Molen, Engadget “Nokia Asha phones are as appealing to the youth as the colourful iPhone 5c.” International Business Times
    11. 11. ANALYST REACTION AT NOKIA WORLD REPORTS CCS Insight • ―If the new designs prove popular with users it should be a design differentiator, as the technique is difficult to do with the right quality and it has been well-executed by Nokia.‖ IHS Screen Digest • ―Nokia is using Asha to deliver a responsive experience with third party app support IDC from LINE, EA's games and now WhatsApp.‖ • ―A new hardware design, using colour encased in a transparent block, gives the new devices something of a premium feel for their price band…The Asha range offers an increasingly attractive alternative to low-priced Android devices in emerging smartphone markets, especially because of their features for minimizing data volume usage and thus users‘ operating costs.‖ Strategy Analytics • ―Asha smart-feature phone range gets an eye-catching make-over…Nokia is apparently undistracted by the small matter of the impending acquisition of its devices division by software partner Microsoft…Nokia continues to be the most conspicuous innovator in the feature phone market, which still accounts for around half of devices sold globally.‖
    12. 12. ANALYST REACTIONS TWEETS
    13. 13. HERE The month of October was primarily focused on thought leadership and elevating overall brand awareness for the HERE team. The team has been focused on securing speaking opportunities, planning for upcoming events and conferences and continuing to tell HERE‘s story to a broader range of press beyond the consumer and gadget blogs that know us well. HOW WE‘RE TRACKING AGAINST KPIS HERE near-term KPIs: • 1 briefing with on the launch of Map Creator in India toward a KPI of 1 – 2 briefings with US/UK media • Secured 2 briefings for Michael Halbherr while he was in the Bay Area for GigaOM Mobilize toward a goal of 3 briefings (note that we were working to fill the last slot but the analyst team grabbed it for an analyst meeting) • Secured 10 articles around Mitsubishi and HERE Traffic partnership announcement (no set KPI)
    14. 14. HERE KEY ACHIEVEMENTS FOR OCTOBER • • • • • • Secured speaking slot for Peter Skillman at SXSWi on the topic of creating the optimal user interface in connected cars Conducted media outreach around Mitsubishi Traffic announcement; Map Creator launch in India and Michael Halbherr‘s visit to the Bay Area Secured briefings with tech, automotive and business press, including Bill Ray, The Register; Peter Burrows, Bloomberg; and Mike Austin, Popular Mechanics Developed creative blog post idea, along with content, on ―scariest roads‖ in advance of Halloween Pulled together PR plan and creative ideas for See HERE campaign Outlined initial ideas for HERE‘s SXSW presence
    15. 15. HERE UPCOMING FOR NOVEMBER • • • • • • • • • Secure media interest in See HERE campaign, including True Car ride-alongs and lighting display Conduct outreach to buddy list around Apps Updates Secure 3 media interviews for Ogi Redzic at the Connected Car Conference at the LA Auto Show. Possibly conduct outreach tied to BMW partnership as well (TBD) Conduct media outreach around the Samsung Starship. Timing TBD Align on 2 SXSW brand ideas to present to Marketing Create additional written materials describing Peter Skillman‘s panel at SXSW Outline creative ideas for LiDAR ―art‖ Submit GSMA ―Best Mobile Product or Service for Automotive‖ award Begin planning for possible blogger event in Chicago early next year
    16. 16. COVERAGE HIGHLIGHTS Headline: Nokia, Indian upstart square up to Google‘s mighty mapping empire Summary: ―Google's assumed dominance in online maps is being challenged in India by Nokia's efforts and separately an upstart service in the country. And the outcome of this battle could send tremors throughout the world.‖ - ―Nokia would like to crowd-source maps, but this risks ruining the quality of its data as misguided and mischievous participants throw in their opinions. Nokia's solution is to create a hierarchical system, headed by a thousand local reps each of whom enlists "handpicked local experts from more than a dozen universities" to review the contributions from the unwashed masses who can chuck in their amendments though the Map Creator.‖ - ―Without competition there's no incentive to innovate beyond extracting more value from existing assets, which for Google always means simply more advertisements. Hopefully what happens in India will demonstrate what can be done elsewhere.‖
    17. 17. DEVELOPERS During October, Team DX supported key initiatives tied to global announcements at Nokia World Abu Dhabi. The team secured placements for both depth and breadth news, including multiple posts on CNET, developer-focused coverage on ReadWrite and The Next Week and major wins for Adidas miCoach, including the New York Times. The team also supported Nokia at Apps World, London, where numerous press and developer interviews were held. Highlights included: DEVELOPER STRATEGY SIGNATURE STORY The team coordinated in-person briefings for influential ReadWrite reporter, Dan Rowinski, with key developer relations leaders at Nokia. Dan met with Rick Witham, Amit Patel, Sami Pippuri and Chanse Arrington on 10/30 and left with a deeper understanding of Nokia‘s unique approach to DX. Dan also received access to Nokia‘s Developer Offers program for hands-on exposure to the tools available to devs. Dan plans to post several stories following his visit to Sunnyvale and expects to do so before the end of the year. DVLUP GLOBAL LAUNCH Supported the expansion of Nokia‘s DVLUP program with proactive media outreach, press materials development and results reporting. Key hits included ReadWrite, The Next Web and WPCentral.com. DRAGONS ADVENTURE AND NOKIA WORLD APP LAUNCHES Integrated the apps announcements from Abu Dhabi into media relations efforts and coordinated an interview for CNET reporter Jessica Dolcourt with DreamWorks executive Jim Mainard, leading to a
    18. 18. DEVELOPERS WRITING SUPPORT FOR NOKIA WORLD ABU DHABI Supported the DX team by producing a quick reference app announcement pamphlet, which provided background on the major apps launching during the event. Additionally, produced the overall ecosystem press release for distribution. INTERNSHIPS LENS With the launch campaign concluded, the team continued to bring home key app reviews, including a feature piece on both Internships Lens and JobLens, which ran on CNET. APPS WORLD The C&W U.K. team provided on-site media relations support to Nokia‘s DX team as they announced several key initiatives to help developers. At the event, the team coordinated briefings for attending executives, including a broadcast interview with Reuters. MONITORING AND REPORTING In an effort to keep the Nokia team apprised of media coverage and the moves of its key competitors, the team produced several monitoring reports this month including, the Nokia World Abu Dhabi ecosystem coverage report, a wrap-up report on Adidas miCoach coverage and a competitive report following the Samsung Developers Conference.
    19. 19. DEVELOPERS KEY ACHIEVEMENTS FOR OCTOBER • • • • • • Secured feature piece for Internships Lens on CNET Secured Adidas miCoach coverage in the print and online editions of the New York Times Secured film coverage of Nokia at Apps World on Reuters Coordinated and executed in-person interviews for ReadWrite‘s Dan Rowinski with developer relations executives Crafted DX Toolkit (Breadth PR) content on weekly basis, including: two developer success stories, updated crib sheet and content pertaining to DVLUP Produced press materials for Nokia World Abu Dhabi, including apps booklet and ecosystem release UPCOMING FOR NOVEMBER • • • • • • Director launch Vine launch (buddy mail and distribution) Dragons Adventure event support on 11/20 Weekly DX Toolkit content submissions Signature story pursuit with The Next Web (developer recruitment) Weekly meetings
    20. 20. DEVELOPERS HOW WE‘RE TRACKING AGAINST KPIS KPIs submitted to client for approval include: • Coverage volume (by percentage of priority targets) Media engagement: • Media briefings (per quarter) • 3+ briefings per quarter with tier 1 media [nine briefings with tier-one media in October] • 1+ reporter introductions per quarter [two introductions in Oct.] App seeding success rate (per quarter): • National business / tech: 10+ beta links seeded per app launch (75% result in reviews) [Not relevant to month‘s activities] • Consumer-focused app features : inclusion in 2+ top apps lists in consumer outlets • Broadcast: 1+ lifestyle app feature per quarter [1 broadcast story at Apps World covered in Reuters]
    21. 21. MARCOMMS BIGGEST WIN OF THE MONTH • Launched and owned ‗International Mobile Photography Day‘ to Reinforce the Lumia 1020 as THE camera phone when it comes to quality pictures, dependability and innovation • Held the campaign on Facebook, Twitter and Nokia Conversations with a partnership with The Press Association • The team employed both seasoned photojournalists and everyday people to showcase the brilliance, reliability and power of the Nokia Lumia 1020, especially when capturing those ―Life Unexpected‖ moments.
    22. 22. COVERAGE HIGHLIGHTS 45,007,328 Impressions 7,947+ Social Posts
    23. 23. MARCOMMS MAIN FOCUS FOR NOVEMBER • 1020 Wedding shoot is taking place on 8th Nov in Mexico with a view to sell in Q&A, interviews and images to press during November and December. Joy Marie, celebrity wedding photographers are excited to take part in the project. • The launch of Sirius and Bandit as well as the exciting launch of Instagram due in November will be capitalised on with upcoming ideas and creative tweets and activations • The 925 sliding doors video will be released and seeded to media
    24. 24. MARCOMMS WHAT‘S GOING REALLY WELL • The weekly buzz report has continued to go to more people within Nokia, with fun links, good brand campaigns in order to piggyback news and events as well as helping to create great ideas • The Cohn & Wolfe MarComm team‘s creative reputation is gaining momentum within different teams at Nokia with two recent briefs received to amplify the Nokia Lumia Homeland idents and a competitive brief to develop a creative Christmas calendar countdown. Both are currently with the client awaiting feedback.
    25. 25. MARCOMMS WHAT WE COULD DO BETTER • Ensure all relevant internal partners within Nokia are involved prior to providing a formal brief to ensure it encompasses all thoughts on the project including any concerns, required KPIs etc.
    26. 26. IN MARKET COMMS US UK SWEDEN FINLAND
    27. 27. US COMMS KEY ACHIEVEMENTS FOR OCTOBER • • • • Nokia World: The US team conducted pre-brief meetings with 15+ top tier media in New York and San Francisco prior Nokia World event, in addition to embargoed outreach in advance of the product announcements in Abu Dhabi. Secured widespread positive coverage with top US media including USA Today, New York Times, AP, LA Times, ABC News, CBS News, NBC News, CNN, WIRED, All Things D, Mashable, TechCrunch, The Verge, among many others. Targeted broadcast outreach also resulted in coverage on national television outlets, including ABC News, CBS News, CNN, FOX and NBC News. Lumia 1020: On-going seeding and proactive outreach resulted in reviews and feature coverage with various top-tier outlets, including Details, Consumer Reports, FOX News, PC Mag, TheNextWeb, and KUSI-TV (San Diego). Lumia 925: On-going seeding for AT&T device. Recent reviews include IntoMobile and ChipChick. Consumer/Lifestyle: The team continues to drive consumer/lifestyle outreach highlighting the latest Lumia devices, including the hard copy and digital distribution of our holiday Look Book to key media. Recent discussions/seeding have focused on holiday gift guide opportunities with top-tier outlets, including Women‘s Health, Teen Vogue, Lucky, Girls‘ Life, GQ, Men‘s Journal, Complex, Huffington Post, New York Post, and NBC News.
    28. 28. US COMMS UPCOMING FOR NOVEMBER • • • • Lumia 1520 & 2520: The team will be organizing review seeding events in New York and Sunnyvale to drive/strengthen review and launch coverage, as well as targeted executive briefings/interviews. Lumia 1020 & 925: On-going seeding/outreach to drive additional reviews and holiday focused coverage. Consumer/Lifestyle: On-going media outreach utilizing our holiday Look Book, along with a strong focus on shorter lead holiday opportunities for our newly announced products. Priority Apps: The team will continue to conduct proactive outreach and briefings to drive coverage for highly anticipated third party apps coming to Lumia including Vine, Nokia Video Director, among others.
    29. 29. US COMMS HOW WE‘RE TRACKING AGAINST KPIS • • • • • Message penetration: 55% (over half) of coverage includes one or more key message SOV: 5.9% in August in US (goal is to increase to 10% in Q4) Media Engagement Goals for Q4: 20+ briefings with tier 1 media so far in Q4 Product and accessory seeding success rate (quarterly) o National business / tech: 150+ review units seeded (90% result in reviews) o Consumer lifestyle: 20+ devices and/or accessories seeded (50% result in coverage placements) o Travel and photography media: 5+ review units seeded (75% result in coverage placements) o Broadcast: 10+ review units seeded (75% result in coverage placements)
    30. 30. COVERAGE HIGHLIGHTS Headline: • “TechBytes: Tablet Launches, Facebook Outage” Key Quotes: • ―Nokia unveiled it‘s first Windows tablet, the Lumia 2520. The tablet has a 10 inch screen, Microsoft Office built in, and is powered by Windows‘ new 8.1 operating system.‖
    31. 31. COVERAGE HIGHLIGHTS Headline: • “Nokia unveils Windows tablet, supersized smartphones” Key Quotes: • ―Nokia's connected Windows tablet – it is LTE-capable along with Wi-Fi – is called the Lumia 2520. It sports a 10.1-inch HD display, a 6.7 megapixel camera, and Zeiss optics that Nokia says is a first for a tablet, promising excellent pictures even when shot in low light. • Indeed, one area Nokia has been generating a lot of noise these days is in photography, exemplified by the 41-megapixel sensor in the Lumia 1020 smartphone that came out earlier in the year.‖
    32. 32. COVERAGE HIGHLIGHTS Headline: • “Nokia gets into the tablet game” Key Quotes: • ―Nokia announced a new 10-inch tablet called the Lumia 2520 on Tuesday at a press event in Abu Dhabi. The company says it has upped the screen's peak brightness so it's extra visible outdoors in direct sunlight. • For its new smartphones, Nokia has chosen to continue its focus on the camera as the killer feature that can set its devices apart. Its Lumia 1020 smartphone's primary selling point was its impressive 40 megapixel camera. The new bigscreen 1520 smartphone will have a smaller but still powerful 20 megapixel camera.‖
    33. 33. COVERAGE HIGHLIGHTS Headline: • “Gadget demo: Nokia Lumia 1020, Qube 2 and the iZZi Orbit Pro” Key Quotes: • ―This is the Nokia Lumia 1020, it‘s a 41-megapixel camera phone, I have to tell you, we messed around with it for a week and the photos and HD video are amazing! It allows you to edit your photos, zoom right in and it‘s still as clear as can be, very impressive phone.‖ • ―The phone itself is phenomenal, it works well on Windows and takes great photos!‖
    34. 34. COVERAGE HIGHLIGHTS Headline: • “FIVE GREAT CAMERAS (THAT MAKE PHONE CALLS, TOO)” Key Quotes: • ―FOR PHOTOGRAPHERS: You can finally ditch that point-and-shoot, thanks to a whopping 41-megapixel sensor—four times as large as on most other phones. This means you can zoom in without losing a hint of sharpness.‖
    35. 35. COVERAGE HIGHLIGHTS Headline: • “Best of the year: Great buys $500 and under” Key Quotes: • ―The Nokia Lumia 1020 is essentially a highresolution camera fused to a capable smartphone. Its 38.2-megapixel camera takes the sharpest photos of any smartphone camera we‘ve tested, even in low light, and pro-style controls, editing tools, and a bevy of features help you take pictures like a pro.‖ • ―This Windows Phone also features a dazzling 4.5-inch display so you can enjoy your handiwork.‖
    36. 36. UK COMMS KEY ACHIEVEMENTS FOR OCTOBER • • • • • • • • • Nokia Lumia 1020 & 625 reviews programme – continued reviews outreach Lumia Live Finale – media recruitment and attendance On-going management of reactive queries around Microsoft acquisition stories On-going support for Remarkable Women ‗Be Remarkable‘ workshop, including writing and issuing a media alert to event listings publications and parenting bloggers Nokia World support, including pre-brief outreach and event attendance Apps World support, including event attendance and hosting media interviews Lumia 1020 media quotes approvals for use in ATL marketing Mobile Choice magazine Best Value Smartphone award for the Lumia 620 Creative Halloween media outreach
    37. 37. UK COMMS UPCOMING FOR NOVEMBER • • • • • Creative Bonfire Night outreach Nokia Lumia 1520 and 2520 availability announcement and seeding event – date tbc Nokia Lumia 1020 & 625 reviews seeding – on going Remarkable Women ‗Be Remarkable Conference‘ – on going support Christmas Gift Guide outreach – on going HOW WE‘RE TRACKING AGAINST KPIS Nokia World • Target: 12 publications: Achieved: 5 pre-briefs, 16 media attendees, 46 articles in 24h Monthly F2F meeting • Target: 1 creative idea: Achieved: 2 creative ideas signed off – Halloween and Bonfire Night packs delivered to 27 lifestyle and consumer tech media
    38. 38. COVERAGE HIGHLIGHTS Headline: “Nokia Lumia 1020” Publication: PC Pro Summary: - ―It‘s all about the camera with the Nokia Lumia 1020, and on this front, it‘s a huge success; combined with a decent smartphone capabilities, it‘s an alluring proposition.‖
    39. 39. COVERAGE HIGHLIGHTS Headline: “Mad-skilled phones” Publication: T3 Summary: - ―…it‘s bright, lightweight and cheap, has swappable covers, packs 4G and WP8‘s tile-based interface looks spiffy on that bigger screen.‖
    40. 40. COVERAGE HIGHLIGHTS Headline: “Nokia Lumia 1020” Publication: What Mobile Summary: - ―The Lumia 1020 is one of the best phones from any manufacturer. It is certainly Nokia‘s best effort yet. It‘s not just a phone with a camera, it‘s a fully fledged cameraphone – that sets a new standard.‖
    41. 41. COVERAGE HIGHLIGHTS Headline: “The smartphones that rival the iPhone 5” Publication: Cosmopolitan Summary: - ―The new Nokia 1020‘s display is crisp and clear and the camera features are beyond incredible, allowing you to edit and create special effects as you go… This is one of the best camera phones to hit the market yet - a good choice to take with you if you‘re going travelling.‖
    42. 42. SWEDEN COMMS KEY ACHIEVEMENTS FOR OCTOBER • • • Completed a 1020 Lifestyle Photo activity with a fashion photographer, which resulted in coverage in public service radio, lifestyle media and bloggers Broad tier 1 coverage on the news released at Nokia World Arranged a successful competition (more than 100 contributions), focusing on gaming with the Lumia 1520 in Europe‘s largest gaming media, Gamereactor UPCOMING FOR NOVEMBER • • • Launch of Facebook 1020 Zoom game in Sweden, Norway, Denmark, Switzerland and Austria Conduct a survey in the Nordics regarding people‘s photography habits PR activity highlighting HERE‘s Venue Maps with Tele2 Arena. HOW WE‘RE TRACKING AGAINST KPIS We are doing well. We are two HERE pieces and two B2B pieces short of being all set for this year.
    43. 43. SWEDEN COMMS HIGHLIGHT – MOBILE PHOTO EVENT WITH FASHION PHOTOGRAPHER FREDRIK ETOALL, COVERAGE IN LIFESTYLE MEDIA, RADIO AND BLOGGERS
    44. 44. SWEDEN COMMS HIGHLIGHT – COVERAGE FROM COMPETITION WITH LUMIA 1520 AND GAMING MEDIA GAMEREACTOR.
    45. 45. FINLAND COMMS KEY ACHIEVEMENTS FOR OCTOBER • Successful Scoopshot-campaign & blog series UPCOMING FOR NOVEMBER • • • Tablet seeding Event planning Blog post ideas for Ääni-blog HOW WE‘RE TRACKING AGAINST KPIS • • • • Shared best practices from the global C&W team (lifestyle bloggers) Producing (minimum) two Ääni blog post ideas Seeding 1-3 devices to non-traditional media (goal: one story per device) Contacting media to increase positive sentiment (and to decrease negative) in national media; Nokia follows this and will inform us of the progress (now: positive 18%, negative 14%)
    46. 46. COVERAGE HIGHLIGHT
    47. 47. COHN & WOLFE TEAM MEMBER OF THE MONTH! Michael Rennett, Account Manager based in London, for his incredible efforts leading the charge on industry analyst relations for Mobile Phones; not least leading briefing sessions with all executives on the ground in Abu Dhabi prior to Nokia World. Michael is into a wide variety of music, from trance/house to classical. He is also hugely into video games & wearable technology and can be found playing volleyball with analysts…

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