2. SCENARIO After bringing E Series (PDA’s and Smartphones) to Brazil, Nokia started the construction of another device’s platform: N Series, with bigger focus on multimedia features devices. N95 was the first big launch in the country for this segment, mobile phone that acumulates numerous functions that together built the device with the strongest technologic appeal when talking about: Web Browser Horizontal Navigation and 2.6” display EXCLUSIVE – 1st device on Brazil with this function Videos DVD quality recording and editing tools Pictures 5 megapixels resolution and direct flickr connection GPS Search through device localization Music 1gb memory and easy access buttons
3. CHALLENGE CROWDED MARKET (over 45 devices launched each year in Brazil) EVER OBSOLETE TECHNOLOGY (fast evolution leaves devices with a short use time) PERFORMANCE CENTERED COMUNICATION (“x” pixels camera, “ y” megabites memory) + + Mobile Market grows each day in consumers number and because of that the battle between brands becomes much more fierce. The challenge was to make the new N95 relevant to an audience who is exhaustively impacted by any technologic feature.
4. STRATEGY The product was born with a unique function, wich is a differential to all the competitors: horizontal navigation. The opportunity to built focus around this attribute is also highly strategic as a protection to a possible iPhone’s launch in the country, once it’s communication in the US was built around this feature. Internet GPS Multimedia
5. To bring life to N95’s exclusive horizontal attribute we turned two of the main websites and two covers of the main magazines between the target literally horizontal. An innovative and pioneer project that in a creative and simple way impacted the audience. It was the first time in the world that Playboy magazine had a horizontal cover. During the campaign Nokia bought all ad formats of the utilized websites, becoming an exclusive sponsor. MEDIA’S PLAN Special Projects
6. Horizontal Navigation VIP – Original Version www.vip.com.br Vertical Navigation MEDIA’S PLAN Special Projects
7. Horizontal Navigation VIP – N95’s Version http://vip.abril.com.br/nova_vip/index_teste.shtml Horizontal Navigation MEDIA’S PLAN Special Projects
8. Horizontal Navigation Super Interessante – Original Version www.superinteressante.com.br Vertical Navigation MEDIA’S PLAN Special Projects
9. Horizontal Navigation Super Interessante – N95’s Version http://super.abril.com.br/teste/home_super_nova.html Horizontal Navigation MEDIA’S PLAN Special Projects
