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Relationship with the press - N-Gage: how to position a mobile technology and innovative product for entertainment
Challenges
- In 2003, Nokia decided to invest in electronic games, a profitable business segment, introducing N-Gage in the global market. N-Gage combined the functions of a GSM mobile phone, game, was a MP3 Player and had wireless connection with compatible devices. As in other countries, in Brazil the company's big challenge was to position themselves as a relevant competitor among the portable games manufacturers, a market taken by giants such as Sony and Nintendo, and deliver this message to the consumer
- Among the players community and trade media, the product's global announcement was viewed with care, especially regarding quality and price of the games
- As a differentiated product in the company's portfolio, N-Gage also represented a completely new distribution format for Nokia - which up to that time only supplied their products to the end user through operators - by signing partnership agreements with two large direct-to-consumers specialized distributors
Solutions - Strategies
- Create solutions that would involve both press specialized in games and general press, allowing Nokia to solidly position themselves as a leader in mobile games
- Promote interaction between Nokia and the media specialized in games, creating and keeping a close relationship
- Allow journalists to effectively undergo the mobile game experience with multiple players
- Insert key messages about convergence between mobility and games in all communications pieces, aligning the speech and fostering assimilation of the concept
Solutions - Examples of Actions
- Press conference held in São Paulo on the product's worldwide launch day, at an unusual site: an abandoned plant with a scenography that took advantage of the deteriorated aspect of the place to make the connection with the scenography of some known games. After the product was presented, journalists were invited to play N-Gage, with the help of promoters featuring the games' characters' costumes.
- On the same date, in order to also favor the regional media and allow them to have contact with the product, Nokia promoters, called N-Gagers, simultaneously visited editorial offices in the main state capitals, demonstrating N-Gage and delivering the thematic press kit
- As a complement, a multimedia press kit was sent to around 500 journalists throughout the country
Results
- 22% of spontaneous share of mind * (Nokia's initial target was 10%)
- 24% of Advertising Awareness*
- The product's Brazilian website was the 3rd most visited N-Gage website in the world**
- 80 news reports published, including a cover story on Veja Digital Christmas Special Edition
- 85 spontaneous calls from journalists were taken
- Space obtained with news cuttings on the printed media: 12,323.06 cm2
- Value of these spaces: R$ 804.017,52
- Mentions of the product: 281
* Research carried out in four Brazilian cities (São Paulo, Rio de Janeiro, Recife and Porto Alegre) in December 03
Testimonial
"The N-Gage launch represented a huge challenge, which was to expand Nokia's presence in a new market segment, with specific audience, content and communications channels. In a short period of time, we achieved amazing brand awareness, which means a landmark in Nokia's communication. The work developed by Fundamento was extremely important for the consolidation of these results."
Claudio Raupp, vice-president and general manager of Nokia Mobile Phones
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