One Partners unveils new Nokia campaign
Communications agency One Partners has launched a new campaign for Nokia around the idea of “Messagology” – aimed at educating teenagers on the right medium for the message they wish to send.
The announcement:
Onepartners discovers ‘Messagology – the science of mixing your messages’ to launch Nokia’s C3 & E5.
Integrated marketing communications agency, Onepartners has created a campaign to support the launch of the Nokia C3 and Nokia E5 and Vodafone TXT and data prepaid recharge packages. Both handsets come with a wealth of in built messaging options including Twitter, Facebook, IM, text and email.
The campaign aims to educate 18-24 yr olds on choosing the right medium for the message they wish to send, highlighting common and typical ‘Messagology Fails’.
“We were looking for a different, fun angle to take to engage with a younger target audience and demonstrate to them the range of messaging options that are available through the Nokia C3 and Nokia E5. ‘Messagology’ uses a tongue in cheek approach to demonstrate some of the social pitfalls that can occur if you use the incorrect messaging protocol” according to John McCredie Head of Marketing Nokia Australia & NZ
The integrated media and creative campaign includes activation in Westfield’s and universities across a range of ambient media including atrium banners, spectaculars, bar coasters and selector wheels that help minimise ‘Messagology Fails’. The campaign website www.messagology.com.au features engaging content such as ‘Rules of Thumb’ (hints and tips) and ‘Hall of Fail’ (famous messaging stuff ups).
The campaign’s ‘Messagology 101’ app tests consumers on what messaging option to use e.g. should you facebook your sickie from work, or perhaps just sms a few friends? Taking the test enters the consumer into a promotion to win 1 of 3 $200 Moshtix vouchers daily.
The campaign will also drive awareness of a GWP promotion to complete the path to purchase, offering a free $49.95 8GB SD card with any Nokia C3 or Nokia E5 purchased at Vodafone during the promo period.
Source: Onepartners press release
