Nokia wanted to increase the sales of its Music / Camera phones in rural areas.
TG – SEC R1,2 M/F 18-35. Educated, youth aping and aspiring for urban lifestyles.
The initiative/ strategy
‘Mee life lo Music Unda ?’
Insight developed a communication and activation plan to target the TG.
Activation / execution
A van, masquerading as a mobile entertainment stage was designed Lights, Music, mimicry, DJ, RSP’s travelled with the van and interacted with the TG
High Involvement activity - Scratch card offer, edutainment programs, best singer competition etc -
Area covered – 31 tier 2, 3, 4 towns in Rayalseema, Telangana and Coastal A.P
Result
Nokia registered a substantial increase in music phone sales
