Table of Contents 6 2012 OVATION Awards Winning Entries

5. Implementation and Challenges:
While communications plans to launch the Nokia N8 were in development for several months, official
sign off on the media relations strategy and event concept came only two weeks before the phone was
set to be released in Canada. Part of the challenge was that Nokia was unsure of when it could deliver
Nokia N8 shipments to Rogers and could not start the campaign until the phones were in stores and
available to customers.
Also, the phones were seeded with influencers only three days prior to the event. The phones were well
received and generated a good amount of social media buzz as many influencers attended the Nokia N8
event.
Lastly, Nokia mobile phones typically launch in the Canadian marketplace after launching in the US
market, taking away some of the newsworthiness of the phone. By the time of the Canadian launch,
local and national media had already heard of the phone and were influenced by other media reviews.
6. Measurement and Evaluation of Outcomes:
The Nokia N8 media relations strategy was an overwhelming success. Media outreach was to be
measured on share of voice of Nokia versus its competitors, tonality of coverage and impression
numbers of coverage secured within the first two months of the Nokia N8 launching in Canada. The
majority of the coverage focused on the N8’s imaging capabilities and included extremely positive
reviews of the camera. The strategy successfully resulted in raising awareness of the Nokia N8’s key
differentiators in an extremely competitive and skeptical industry.
Between the months of November and December 2010, results were as follows:
Tactic Result Achieved Goal
Share of voice
Tonality
Impressions:
‐ Online video
Impressions:
‐ Advance media seeding
‐ Influencer outreach
‐ Media outreach and loaner program
TOTAL
13% in November 20‐25%
11% in December
98% in November 75% positive or neutral
94% in December
8, 694,884 6,000,000
14,527,958 8,500,000
23,222,842 14,500,000