In the zone

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With the increasing dominance of the internet as the primary medium in the lives of the youth and technology leaders, there was an urgent need for Nokia to move away from simple banner/flash advertisements to a more interactive and engaging platform.
It noted that its target audience of technology-savvy early adopters and opinion leaders are thirsty for first-hand knowledge and hands-on experience of products for them to be able to be seen as “leaders”, to be able to talk with authority in forums and blogs.
Nokia used this insight to bring the meaning of “Nokia – Connecting People” to life by creating a community for this target audience to properly stay connected. It partnered with popular IT portal Hardwarezone to set up an interactive microsite with the primary objective of giving opinion leaders hands-on experience on latest products through trial-and-experience to generate word of mouth.
The microsite contained latest news from Nokia, special editorials and tips & tricks, price guides, forum links where users could blog and discuss, and a “Cool Stuff” section encouraging users to upload pictures and videos shot on Nokia devices to give others a feel of their capabilities. There was also a 'Guru Blog' written by opinion leader “gurus” identified as influential enough to impact on purchase decision through their posts. Regular competitions also encouraged repeat visits.
The Nokia Zone microsite and its sub-sections generated more than 100,000 unique visitors, while a recent online survey revealed high levels of awareness of the site at 66%. Approximately 2,000 pictures were uploaded by users in a short space of time, and the user experience trial programme generated more than 9,000 registrations, exceeding expectations by 13%.

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