CONSUMER TECH | SAMSUNG, NOKIA
Brand platform, product launch campaigns, sponsorships, B2B, customer marketing and activations. TTL assets including TV, digital, OOH and trade comms rolled out globally.
Microsoft / Nokia: The Lumia Bus - B2B Roadshow and Activation
Research and consumer feedback had shown that the Windows platform proved to be the biggest barrier of purchase when it came to Lumia mobile phones, with consumers reluctant to switch from iOS or Android despite Microsoft's high penetration in enterprise and gaming environments. To demonstrate just how seamless and far-reaching the Windows ecosystem was, we pro-actively pitched and created a Lumia bus that showed how the phone could integrate into each area of your life. The bus consisted of an Xbox gaming room, a music area, accessories section and a business centre. The audience was primarily B2B given MS Office's dominance, but also key consumers such as university students. The bus was used for roadshows, placed in prime areas like Canary Wharf or college campuses and booked for conferences and events, resulting in a high-volume uptake of Lumia as work phones nationwide.
Microsoft / Nokia Windows Phones: Warner Bros brand partnership
Nokia needed to boost awareness and desirability of its Lumia smartphones during its transition to the Windows Phone platform. To achieve this, we partnered with Warner Bros. to align its product launches with two major superhero blockbusters: The Dark Knight Rises and Man of Steel.
In addiiton to co-branded content & exclusives including limited-edition phones and and wallpapers tied to the films, we also developed immersive digital experiences: special movie-themed apps, trailers, and behind-the-scenes content which were made exclusive to Lumia users. The sponsorship was further leveraged across global events and promotions which included an experiential takeover at the movie premieres and after-party, social media fan contests, and a supporting digital and outdoor campaign.​
​
The brand partnership drove significant online engagement, with millions of downloads for the movie apps and notable spikes in Lumia awareness during the campaigns.
Samsung: Mobile Phone Product Launches
At a time when mobile phones were already mainstream, Samsung was still a struggling maker of cheap consumer electronics, relying on manufacturing volume and competing on price at the lower end of the market. Its marketing reflected as much in the eyes of the consumer who dismissed its range as cheap imitations of more sophisticated Japanese products.
In a shift towards innovative, higher-quality items that took advantage of digital technology, a new brand repositioning, complemented by a campaign launch, highlighted advanced camera features and sleek design. Taking a fresher creative approach, we also targeted a younger, more lifestyle oriented audience, increasing brand consideration and driving desire, resulting in Samsung becoming the most valuable Asian brand along with Sony.
