Nokia X-factor Sponsorship A Natural Fit For The Largest Mobile Device Manufacturer

Nokia has been the market leading handset manufacturer for 15 years

. In 2002, Nokia started to lose market share. The company was no longer seen as the market leader in design and had not been proactive in developing campaigns targeting youth sectors. Range design issues, and a perception of being dated, meant that Nokia was no longer seen to have strong credibility amongst youth audiences. The X Factor provided a chance for Nokia to address these issues to a mass audience.

We used this sponsorship as an opportunity to provide an integrated campaign to address these objectives, whilst also providing fun and exciting activity which supported the key handsets and communicated some of the new models Nokia had to offer. The art direction for the campaign was developed through a number of channels including; TV Idents ITV1 & 2, Interactive TV, Microsite and email competitions. We developed an integrated creative platform, which was led by sponsorship bumpers, in order to maximise Nokias involvement with The X Factor. Our creative rationale followed the idea that Nokia helps bring you closer to music. Having a Nokia handset allows you to download music on the move, listen to it, record people, text your votes, watch music videos etc and hence provides you with closer accessibility to the show / talent. The creative followed the strap line of; Love your Music. Love your Nokia which was used across all elements. Overall the creative look is intended to be youthful, vibrant and fun whilst conveying style and finesse. TV idents were conceptualised, developed and produced in house, and aired, during peak viewing, on both ITV1 and ITV2 for the full 18 week duration. The five executions were created to support the five key handsets and to maintain interest from the viewers through humorous evolving idents over the show period. We managed and liaised closely with ITV to implement the set up, and maintain continual rotation, of the interactive TV pages; as well as drive interest and cut through with fresh handset branding cutting into the screen on the X Factor homepage, and animated imagery within the site. These were designed to deepen the brand dialogue and deliver impact, information and involvement.

The viewing figures peaked at over 11m with up to 64% share amongst adults 16-34, generating mass awareness of Nokia amongst target audience. As a result, the perception of Nokia as a brand in touch with youth increased. Interactive campaign registered over 2m interactions, with 26k competition entrants and contacts achieved. Online, over 20million page impressions on ITVs X Factor site, whilst Nokias own microsite received 211,384 visits. Ultimately, this reflected in a significant sales uplift across all featured products.

Yann Caloghiris' work ranges from brand communications, advertising and marketing campaigns to digital and broadcast work. Below is a selection of some of this work.

by: Yann Caloghiris

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