Table of Contents 6 2012 OVATION Awards Winning Entries

Excited by fashions and news trends.
Their mobile phone is part of the image they want to project of themselves and they care about
how a brand reflects their personality.
These are fashion trend setters whose mobile device reflects their position in society.
Technology and services are important to them to share experiences, express their creativity
and grow as a person.
They show high levels of enthusiasm for mobile technology with increasing but still slightly
lower levels of actual usage.
Sensitive to celebrity endorsement, read a large variety of magazines on youth culture, music,
sports and fashion.
In the past, Nokia’s product launch media relations targeted only technology media and bloggers. Given
the skepticism among the technology media about Nokia’s operating system, and the insights learned
from the segmentation research, Ketchum expanded the media targets to include lifestyle media and
bloggers who would be much more interested in the design, entertainment features and hardware
capabilities of the phone.
3. Goals and Objectives:
Ketchum had three objectives related to the Nokia N8 launch campaign. The first was to create
excitement and awareness of the Nokia N8 launch in Canada among its target audience. The second
was to highlight the Nokia N8’s hi‐definition and video capabilities as a competitive differentiator.
Lastly, Ketchum’s objective was to drive consumers to Rogers to purchase the Nokia N8 by generating
positive commentary in both traditional and social media as well as to generate buzz and excitement
around the phone by showcasing the product with key influencers and Canadian celebrities.
Media relations goals were as follows:
Share of Voice of 20‐25% in November and December 2010
Tonality of 75% positive or neutral in November and December 2010
Media Impressions of:
o Online Video – 6,000,000
o Advance Media Seeding – 500,000
o Celebrity Seeding – n/a (buzz tactic only)
o Influencer Event – 3,000,000
o Media Outreach Program and Loaner Program – 5,000,000
4. Solution Overview:
The Nokia N8 media relations strategy was designed to secure as much coverage as possible for the
mobile phone launch in relevant daily newspapers, lifestyle publications and blogs. Ketchum’s goal was
to communicate the differentiating features of the Nokia N8 in comparison to its competitors and
convince its target audience that the Nokia N8 was the best entertainment device in the Canadian
market.