Global Nokia Pitch


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This was the US Creative pitch to Nokia Global on how to launch the Tube in the US.

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  • Global Nokia Pitch

    1. Wunderman - New York + NOKIA North American Neighborhood BY Team: N@TCH
    2. Our Creative Strategy <ul><li>When IN </li></ul><ul><li>America </li></ul><ul><li>Act Like </li></ul><ul><li>Americans </li></ul>
    3. <ul><li>All over the world it is “all about you” </li></ul><ul><li>In America </li></ul><ul><ul><li>It is all about me </li></ul></ul><ul><ul><li>My friends </li></ul></ul><ul><ul><li>My fame </li></ul></ul>In America we’re different
    4. How Different Are We? <ul><li>Social Networking Is Hardly A New Phenomenon in America. </li></ul><ul><li>It’s reflected in our democratic origins </li></ul><ul><li>We are A Classless Society Not Only Lauds Connectivity </li></ul><ul><li>“ it’s not what you know, it’s who you know” </li></ul><ul><li>I believe “ Entitled To Fame ” </li></ul>
    5. Understanding Fame Source: Webster’s (What I DO) [ WHAT I DO ] [ WHO KNOWS IT ]
    6. We Sell, Applaud, Reward it and put it with in reach… <ul><li>Rags To Richs </li></ul><ul><li>“ Anyone can grow up to be I am president” </li></ul><ul><li>Anyone can be FAMOUS if they know the right people </li></ul><ul><li>FAME is good </li></ul><ul><ul><li>The phrase “ I want to be famous ” yields over 124 million hits on Google </li></ul></ul><ul><ul><li>“ Famous ” yields nearly half a million mentions on youtube. </li></ul></ul>
    7. Our Target <ul><li>Primarily: Teens 12 to 17 & Youth 18 to 21 </li></ul><ul><li>Secondarily Gen Y 22 to 26 & Gen X 27 to 40 (early adopters) </li></ul><ul><li>What do they think about themselves: </li></ul><ul><ul><li>I am famous because I am popular. I have lots of friends around the world </li></ul></ul><ul><ul><li>What I say is noteworthy, that why I blog, Post and record my every action </li></ul></ul><ul><ul><li>I am a global citizen, Borders are meaningless as I set trends across the world. </li></ul></ul><ul><ul><li>I an entitled </li></ul></ul>
    8. Americans Understand This From An Early Age… <ul><ul><li>Zoey 101 </li></ul></ul><ul><ul><ul><li>Brittney Spears little sister and friends </li></ul></ul></ul><ul><ul><li>iCarly </li></ul></ul><ul><ul><ul><li>A girl who has a live web show </li></ul></ul></ul>
    9. … And Social Media Encourages It <ul><li>From Early Childhood through teens </li></ul><ul><ul><li>The Webkinz phenomenon </li></ul></ul><ul><ul><ul><li>“ kinzchat’ as early preparation </li></ul></ul></ul><ul><ul><li>Club Penguin, Sims, Second Life </li></ul></ul><ul><li>Gaming </li></ul><ul><ul><li>RockBand, Madden Football, Zelda Live </li></ul></ul><ul><li>My Space / Facebook </li></ul><ul><ul><li>Never Ending Friend-ing (offers easy access to famous people) </li></ul></ul><ul><ul><li>Friend Me and my famous friends </li></ul></ul><ul><li>Reality TV </li></ul><ul><ul><li>Any one can try </li></ul></ul><ul><ul><li>YouTube </li></ul></ul>
    10. We Build Our Networks With Care… <ul><li>We find the right people with the right credentials </li></ul><ul><li>We build a pathway to them (our network) </li></ul><ul><li>We leverage our connectivity </li></ul><ul><li>We remain in plain sight of others </li></ul>
    11. And We Watch Over Them Vigilantly… <ul><li>“ The tweens and young teens of today will be the first generation to fully embrace the concept of media anywhere/everywhere.” </li></ul><ul><li>(Source: eMarketer) </li></ul>Wunderman - New York + NOKIA North American Neighborhood BY Team: N@TCH
    13. Which Leads Us To An Important Customer Insight… “ Staying away from my network means I’m in danger of losing my fame”
    14. Nokia Has The Technology To Address These Needs.
    15. … But Does It Have The Credentials? <ul><li>We went shopping with teens for mobile phone </li></ul><ul><ul><li>“ oh, that’s the cheap phone” </li></ul></ul><ul><ul><li>“ that’s the free phone with my service plan” </li></ul></ul><ul><ul><li>“ I can’t find a cool NOKIA phone” </li></ul></ul><ul><ul><li>“ that phone is hard to type on” </li></ul></ul><ul><ul><li>“ my grandpa uses that phone” </li></ul></ul><ul><ul><li>“ that is a sturdy phone” </li></ul></ul><ul><ul><li>“ got that phone and had to by cool bling for it” </li></ul></ul><ul><ul><li>“ I have to go to ENGLAND to get that phone” </li></ul></ul><ul><ul><li>“ That was my FIRST phone, but I have THIS now” </li></ul></ul>
    16. Our Creative Strategy <ul><li>We’re in America, so let’s ACT like Americans… </li></ul>Let’s get famous by finding the friends with the right credentials!
    17. Wunderman - New York + NOKIA North American Neighborhood BY Team: N@TCH
    18. And Here’s How We’ll Do It MTV Montage
    19. Together we will make them a Wunderman - New York + NOKIA North American Neighborhood BY Team: N@TCH
    20. THE IDEA… Wunderman - New York + NOKIA North American Neighborhood BY Team: N@TCH
    21. Wunderman - New York + NOKIA North American Neighborhood BY Team: N@TCH
    22. Wunderman - New York + NOKIA North American Neighborhood BY Team: N@TCH
    23. Wunderman - New York + NOKIA North American Neighborhood BY Team: N@TCH
    24. In America, The Key To Success Is Though The Carriers. <ul><li>Carriers are the retail outlet for 80% of all mobile phone purchases </li></ul><ul><li>Carriers networks dictate the types of content available to devices and platforms </li></ul><ul><li>Carriers want to know how your hand set will drive traffic to their stores </li></ul><ul><li>Carriers want phone exclusivity </li></ul><ul><li>Carriers want marketing program exclusivity. </li></ul>
    25. Activating the neighborhoods <ul><li>Carriers that own a passion or lifestyle base neighborhoods will allow Nokia to launch long term marketing programs </li></ul><ul><li>Passion / Lifestyle / Content Neighborhoods </li></ul><ul><ul><li>Music </li></ul></ul><ul><ul><li>Film </li></ul></ul><ul><ul><li>Fashion </li></ul></ul><ul><ul><li>Literature </li></ul></ul><ul><ul><li>Gaming </li></ul></ul><ul><ul><li>Sports </li></ul></ul><ul><ul><li>Cause </li></ul></ul>
    26. Passion / Lifestyle / Content Neighborhoods <ul><li>AT&T + Film + Literature </li></ul><ul><li>Verizon + Music + Gaming </li></ul><ul><li>T-Mobile + Fashion </li></ul><ul><li>Sprint + Sport </li></ul><ul><li>Virgin Mobile + Cause </li></ul>
    27. Anyone can be famous but Cell-ebrities have access and create “earned“ media
    28. Cell your Music People listen to music. Cell-ebrities make music <ul><li>This neighborhood rocks to the tune of user generated music videos created with their Nokia’s. Nokia will create musical neighborhoods for people to broadcast, watch and share their music in a variety of ways. </li></ul><ul><ul><li>By partnering with MTV and YouTube, users will post videos online to share with the world and download to their phones. Nokia can be the first and only phone to allow a musician to turn their music into a ringtone. </li></ul></ul><ul><ul><li>The Music Neighborhood will launch with a sweepstakes contest where the winners will experience the 2009 MTV Music Video Awards like a true cell-ebrity with all-area access. Nokia in hand, the winners will record the event from behind-the-scenes creating personal reportage of the MTV Video Music Awards which will air on MTV post-event, extending the experience beyond the awards ceremony. </li></ul></ul><ul><ul><li>In 2010, user will create their own music videos with their Nokia’s and broadcast them to the world through partnerships with MySpace, YouTube and MTV in a contest. The winner will attend the 2010 MTV VMA’s and have their video aired during the broadcast. </li></ul></ul><ul><ul><li>Ramping up to the big winners and prizes can be a host of mini-contest with prizing like music downloads from the Nokia Music Store and accessories. </li></ul></ul>
    29. Cell Your Movie People watch movies, Cell-ebrities create them <ul><li>Create the next Nokia Ad </li></ul><ul><li>Big Pay off the MTV Movie Awards </li></ul>
    30. Cell-ebrate Style People wear clothes, cell-ebrities create fashion <ul><li>Nokia, the ultimate fashion accessory </li></ul><ul><ul><li>The fashion neighborhood launches by creating Nokia Couture with Takashi Murakami, one of the world’s leading pop artists and creator of fashion icons. </li></ul></ul><ul><ul><li>Murakami will create 10 limited edition Nokia phone accessories that will be the coveted prizes and collector’s items in the “How do you wear Nokia” design competition </li></ul></ul><ul><ul><li>User will submit pictures of their original Nokia accessory creations. The finalists will be judged and the winners selected by the celebrity style gurus of the Project Runway television show on Lifetime. 10 winners will attend the unveiling of the Murakami Nokia Couture in a fashion show at New York’s Fashion week in conjunction with the Project Runway Season 5 finale in 2009. </li></ul></ul><ul><ul><li>Big winners appear with their phone on Project Runway. Neighborhood participants win prizes and can be a host of mini-contest with prizing like Nokia accessories. </li></ul></ul>
    31. Literature. The Word People read books, cell-ebrities write them. <ul><li>The Literature neighborhood will transform the Word as we know it. </li></ul><ul><li>Nokia will create the first English-language platform for cell phone novels in partnership with Twitter. </li></ul><ul><li>Nokia users will write novels from their phones that will post directly online for world reading on their novel’s homepage. It is the next iteration of the novel. The medium dictate a specific style of writing that is abbreviated, calling into action the contemporary shorthand of texting. Takashi Murakami, one of the world’s leading pop artists, will create a unique set of hieroglyphics exclusively for Nokia cell phone novelists to use in their writing </li></ul><ul><li>The most popular novel, based on traffic and subscribers, will be immortalized in print and be published as a book. The author will receive the full cell-ebrity author treatment with a publishing party and book tour. </li></ul>
    32. Cell Your Sport People are athletes; cell-ebrities are MVP’sCell your Sport. <ul><li>In the Sports neighborhood it’s not about playing the game, but being the game. Being the most valuable player. </li></ul><ul><li>User’s will create cell-ebrity sport profiles and upload their STATs, teams, and greatest game moments captured on their Nokia’s in picture and video </li></ul><ul><li>It’s the digital version of the sports trading card, where people can track and trade their favorite sports cell-ebrity. </li></ul><ul><li>One Nokia MVP will be chosen from the roster and will win the most coveted tickets in sports, tickets to the 2009 Super Bowl XLIII. </li></ul><ul><li>This sport cell-ebrity will also have their story and stats broadcast to the world when their prolife is broadcast in a Nokia commercial during game time. </li></ul>
    33. Cell Your Game People play games, Cell-ebrities compete. Calling all cell-ebrities. Get in the Game. <ul><li>The Gaming neighborhood is the zone for digital players to connect and compete nationwide. </li></ul><ul><li>Gaming isn’t just for kids; it’s become a televised professional sport complete with all the prizing and cell-ebrity of other sports. </li></ul><ul><li>Nokia users will compete in exclusive gaming arenas with proprietary games and gear developed in partnership with the professional gaming league the Championship Gaming Series (CGS) and their sponsors Dell XPS and Xbox 360. </li></ul><ul><li>The Nokia champion will attend the 2009 CGS North American finals as the cell-ebrity gamer and be highlighted during commercial time with a Nokia Get In The Game Award. </li></ul>
    34. Cell Your Cause People watch, cell-ebrities motivate change. <ul><li>In the Cause neighborhood it is not enough to just be, here it is all about doing </li></ul><ul><li>Nokia turns good ideas and dedication into cell-ebrations of advocacy by providing a platform for people to speak their cause to the world; and connect with those who want to listen and contribute. </li></ul><ul><li>This is also a platform for friends and family to call out someone who is, but may be too modest to publicize their efforts. </li></ul><ul><li>Nokia makes global call to action for people to cell their story and cause. People can not help solve a problem if they are not aware of the problem. The user with the most impactful and poignant cause story will be rewarded for their efforts with a cash donation to their cause, presented in a media event. </li></ul><ul><li>The details and logistics of the event will be tailored to suit the cause, to best amplify this particular message of change. </li></ul>
    35. Nokia’s Ride Into Cell-ebrity <ul><li>Jan / Feb – Super Bowl </li></ul><ul><li>April - World Premier of the first English Language Cell Phone Novel </li></ul><ul><li>June - MTV Movie Awards </li></ul><ul><li>July - Championship Gaming Series North American Final/World Final MTV Video Music Awards NY Fashion Week/Project Runways Finale </li></ul><ul><li>September - MTV Video Music Awards </li></ul><ul><li>September - NY Fashion Week/Project Runways Finale </li></ul>
    36. Our North American Neighborhood
    37. Our North American Neighborhood + + +
    38. Q & A