InMobi - Nokia Lumia - Carat Australia
Best use of Mobile in Marketing
Creative Art Director
Tom Charles - Digital Account Director, Carat Australia Blake Power - Digital Executive, Carat Australia Scott Polchleb - Creative Art Director, Inmobi Jeremy Pell - Sales Manager, InMobi Marc Fine - Head of Marketing, InMobi
Our Nokia Lumia entry, a mobile advertising campaign using state of the art HTML5 rich media technology, is a truly unique and innovative campaign that has leveraged all the benefits that mobile advertising offers.
As part of a multi channel campaign, Nokia wanted to build a mobile campaign that would be able to reach consumers in a relevant environment and educate them on the benefits of the Nokia Lumia smartphone and how it works.
Project Innovation / Need
Carat came to the conclusion that mobile was the perfect platform to support the multi-channel objective and the InMobi and Carat teams worked together deliver the mobile component of the campaign
In an incredibly crowded smartphone market, Nokia needed to think outside the traditional realms of advertising to allow their target audience to engage with the new Nokia Lumia device. They needed to create an environment where consumers could experience the device in their own time, at their own leisure and in their own way.
The team created a full experience of the Nokia Lumia device within the Sprout technology platform, which uses the latest HTML5 technology. Using innovative design and creative, we created a truly original immersive, interactive and memorable experience that allowed consumers to have the Nokia Lumia come to life in a very personable way. They were able to virtually hold the handset, click through the tiles and play with the device in their own hands.
The originality of this campaign has given the industry a new creative edge; showing brands and platforms alike that mobile is a truly innovative and interactive platform that can facilitate high engagement.
The target audience of the campaign: existing smartphone users that were looking to upgrade their smartphone device. Therefore, it was critically important to create a environment where the intuitive interface of the Nokia Lumia could be demonstrated, where all the great features of the device could be shown, including social media integration, Photo’s, messaging, personalisation and more.
The campaign ran on the InMobi advertising network in Australia, which today reaches over 2 billion impressions every quarter and half the Australian population.
The other true benefit was that Nokia was able to target the campaign to specific devices to ensure that they were truly reaching their target audience. This approach assisted in driving up the level of engagement and improved the overall results of the campaign.