Am in Dubai right now ready to speak at a conference on Music, Mobile and Movies. The conference has been organised by my friends at CSquared for the media agency OMD>
The conference is focusing three strands (Music, Mobile, Movies) of what Charlie Crowe referred to 'Alternative Marketing'.
Charlie Stopford, Head of Media at Nokia (pictured) spoke of how the company is now shifting away from the functional device of the phone to supporting people with services in the context of their lives.
He stated that Nokia sees mobiles are the new social and entertainment hub.
To highlight this shift, he referenced an activity that Nokia delivered recently. Nokia sensed that New Year's Eve is a moment where people come together across the globe to celebrate a moment in time. Passion for New Year's Eve is a global celebration, so Nokia wanted to create a "truly unifying global event, rolling from east to west". The solution was a 5 city music event that took place in HK, Mumbai, Berlin, Rio and New York.
The audience was analysed in three pieces. First the core who attended the events (2.4m is the estimate). Then there are the actives who were aware of the event, then finally those who saw the broadcasts. In total, Nokia estimated 5m watched the events, with 2m watching the event happen on MSN (a key partner for Nokia on this project).
Yet for a company with such commitment and leverage, this idea left me a little underwhelmed. It didn't feel 'truly global' 5m online feels somewhat limited in terms of numbers. Also 5 cities seemed small, though I guess the logistics would have been immense.
The conference is focusing three strands (Music, Mobile, Movies) of what Charlie Crowe referred to 'Alternative Marketing'.
Charlie Stopford, Head of Media at Nokia (pictured) spoke of how the company is now shifting away from the functional device of the phone to supporting people with services in the context of their lives.
He stated that Nokia sees mobiles are the new social and entertainment hub.
To highlight this shift, he referenced an activity that Nokia delivered recently. Nokia sensed that New Year's Eve is a moment where people come together across the globe to celebrate a moment in time. Passion for New Year's Eve is a global celebration, so Nokia wanted to create a "truly unifying global event, rolling from east to west". The solution was a 5 city music event that took place in HK, Mumbai, Berlin, Rio and New York.
The audience was analysed in three pieces. First the core who attended the events (2.4m is the estimate). Then there are the actives who were aware of the event, then finally those who saw the broadcasts. In total, Nokia estimated 5m watched the events, with 2m watching the event happen on MSN (a key partner for Nokia on this project).
Yet for a company with such commitment and leverage, this idea left me a little underwhelmed. It didn't feel 'truly global' 5m online feels somewhat limited in terms of numbers. Also 5 cities seemed small, though I guess the logistics would have been immense.
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