client  Nokia

industry  Technology

country/region  Global

Nokia grabs smartphone

audience using Microsoft

Video, Windows Live Messenger Webcam, Amazing ROI

The Nokia N95 broke new ground in smartphone technology. To create Windows Live Hotmail, and Windows Live In terms of ROI, the results were already
advocates for the new device, Nokia turned to Microsoft to reach tech- Spaces. extremely compelling for Microsoft – extra
audience and fantastic results! But mapping
savvy target groups. Cross-media research was conducted by MetrixLab to Campaign Results
the results against the media budget
measure how the different combinations of media affected brand metrics Combining TV with MSN delivers:
allocations showed they delivered it for half
such as awareness, recall, imagery, message association, and purchase the cost of TV combined with press!
Results* TV + TV +
intent. Around 3,400 people took part in the research. Microsoft Press
Average cost to reach Cost
Consideration: +6% -4% per person Indexed
requirement  Drive awareness and Client Objectives Nokia
TV + Press 105
purchase intent among its core audience ● Show Nokia N95 mini-computer features
Preference: +9% -3%
target audience  “Life Builders” and ● Build market share for Nokia in the TV + Microsoft 53
Nokia
“Technology Leaders” smartphone market
products used  MSN® Entertainment ● Drive awareness and purchase intent for the Spontaneous +4% +2%
and Music pages, MSN Video, Windows N95 Awareness: “Microsoft provided an integrated
LiveTM Messenger Webcam, Windows N-Series tailor-made advertising solution that
Creative Solution
Live Hotmail®, and Windows LiveTM
Spaces For a total online advertising package, Buying Intent: +16% +13% engaged deeply with a huge number
Nokia dialled the Multinational Sales Team at N-Series of our target market.”
solution  A variety of ads that
Microsoft. The team answered the call and
highlighted the N95’s features appeared Top of Mind +5% +1% martin sundberg , Account Director,
across the Microsoft network delivered an integrated online campaign
Awarenesss: N95 MediaCom
that put the phone’s special features under
key results  Combining TV with online
increased purchase intent for the Nokia the spotlight. Backed by a variety of print ads, Spontaneous +14% +12%
N95 by 16 percentage points and for half outdoor, and TV promotions, the online activity Awareness: N95
the cost of TV combined with press! came to life in early 2007. A variety of ads that
Buying Intent: +16% +11%
media agency  MediaCom highlighted the N95’s features appeared on
N95
MSN Entertainment and Music pages, MSN
*Exposed to campaign versus control group

56 For more information visit: http://advertising.microsoft.com/europe/contact-us