CATEGORY 1 BEST MULTICHANNEL CAMPAIGN

Lumia Windows Phone: Momentum campaign

AGENCY: THE MARKETING PRACTICE CLIENT: NOKIA (NOW MICROSOFT DEVICES)

Many businesses weren’t considering Lumia Windows Phones when replacing their devices – because they didn’t believe that other companies were.

Our long-term campaign built a feeling of momentum (peer pressure) and took the audience on a journey of discovery…

RESULTS:

From the start of the campaign, the Lumia Windows Phone share of the business market has grown from 11% to 18% - from 4th to 2nd place in the market.* * http://www.mobilenewscwp.co.uk/2014/06/16/windows-phone-os-to-dominate-b2b-by-mid-2015/

*http://www.ubergizmo.com/2013/10/nokia-achieves-11-5-enterprise-market-share-in-the-uk/

SUMMARY

PHASE TWO: THE BUSINESS TRIAL

Our research showed that when the devices were trialled, 82% of people wanted to switch from their current handset. We took advantage of this by:

1. Identifying a key group of influential prospects

2. Encouraging people to sign up to a one-month trial (blending digital advertising, emails, social media, telephone, paid media and PR)

3. Ensuring they used the phones when they received the trial pack (using DM, texts, email and phone)

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PHASE ONE: MARKET MOMENTUM

Digital advertising and content brought to life the momentum of businesses already moving to Lumia.

Our ads had a click through rate of double the B2B average (0.17% vs an average of 0.08%). Lumia business sales in the month following the first phase advertising grew by 10%.**

**http://www.mobiletoday.co.uk/news/b2b/28062/nokia-lumiabiztrial-ramps-up.aspx

In 2011 Nokia (now Microsoft Devices) announced a partnership with Microsoft to develop Windows Phones and has since manufactured the Lumia range.

From August 2013, Nokia worked with The Marketing Practice to develop the Lumia B2B proposition and run demand generation activity.

ABOUT LUMIA WINDOWS PHONE

OBJECTIVES

In 2013, Nokia Lumia was the fourth largest provider to UK businesses, with significant growth potential. The objective was to build on the momentum Lumia had generated at launch.

KPIs for the initial awareness advertising:

• 45,000 ad clicks to drive 2,400 High Quality Engagements (HQEs) on the landing page (HQEs were defined as interactions with multiple pieces of content)

STRATEGY

Our strategy built on two clear insights:

OBJECTIVES AND STRATEGY

The target audience comprised Heads of IT, CIOs and IT decision makers at organisations with 100-1000 employees (although some larger organisations heard about the trial and requested to be included).

MANY PEOPLE WEREN’T CONSIDERING LUMIA BECAUSE THEY DIDN’T BELIEVE OTHER BUSINESSES WERE.

The first wave of our campaign would show the momentum that Lumia had already generated with thousands of businesses.

WHEN THE DEVICES WERE TRIALLED, 82% OF PEOPLE WANTED TO SWITCH FROM THEIR CURRENT HANDSET.

This inspired the idea of the trial. We created LumiaBizTrial to offer a one-month trial of three Lumias to organisations with at least 50 handsets and less than six months on their contract.

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AWARENESS

MARKET MOMENTUM MARKET MOMENTUM

KNOWLEDGE HUB CREATION

6 million impressions

50k+ clicks

DISPLAY ADS

5,298 high quality

engagements on website

sales+10%

WEBSITE OVERHAUL

MARKET MOMENTUM

PR

LANDING PAGE SIGN UP

OUTBOUND EMAILS PROMOTING TRIAL

DEALER/OPERATOR ENGAGEMENT + TRIAL

NOMINATIONS

PAID MEDIA PROMOTION

SOCIAL MEDIA INFLUENCER INDENTIFICATION & PROMOTION

TRIAL PROMOTION

MARKET MOMENTUM

MARKET MOMENTUM

THE TRIAL PACK

INSIDE SALES QUALIFICATION

WEEKLY ENGAGEMENT EMAILS AND TEXT MESSAGES

ACCOUNT MANAGER SALES ENABLEMENT

TRIAL PROMOTION200% OF PIPELINE TARGET

1A. DIGITAL DISPLAY ADS

Our display advertising aimed to build intrigue and encourage people to find out why other businesses were moving.

Digital banner advertising and embedded content units on Computer World, IDG Tech Network, Incisive Media, Mediafed, TechWorld and The Register (including page takeovers, MPUs and leaderboard ads) ran between October and December 2013.

Average CTR of B2B digital ads is 0.08% and the ads exceeded this with a combined CTR of 0.17%.

1. AWARENESS OF THE MOMENTUMThe awareness phase aimed to advertise that thousands of businesses had already switched to Lumia, the business reasons behind the decision, and the positive responses.

We also experimented with interactive Filmstrip ad formats from the IAB (which saw click-throughs of 11% versus 0.17%

for the overall campaign).

1B. KNOWLEDGE HUB

An information hub supported companies switching to Lumia devices with educational content .

Our re-designed content for the Lumia for Business landing pages increased High Quality Engagements from 11% to 25% of visitors. Overall, we had 5,298 HQEs vs a target of 2,400.

Lumia business sales in the month following this first awareness momentum phase grew by 10%. *http://www.mobiletoday.co.uk/news/b2b/28062/nokia-lumiabiztrial-ramps-up.aspx

Content included new case studies about businesses who had switched, created with techniques like filming the handover point where hundreds of staff receive their new Lumias.

1C. SALES ENABLEMENT

The knowledge hub featured promotions by operators, driving immediate opportunities through to them. We ensured that dealers and operators would be ready to meet demand by developing specific sales enablement materials.

2A. LANDING PAGE

For all of the outreach activity, the call to action was to sign up on a Nokia registration page.

2B. OUTBOUND EMAILS AND TELEMARKETING

Between January and March 2014, we sent HTML and plain-text emails in three waves to an audience of 12,000 contacts across different vertical media.

We also aligned emails and telemarketing with predicted spending opportunities in four key sectors (eg targeting local authorities at the end of their financial years, predicting this would be a simple decision to use up unassigned budget).

These campaigns generated 206 requests to participate in the trial (against a target of 100).

2C. PAID MEDIA

We worked with a publisher to promote LumiaBizTrial to medium-sized business-user communities via landing pages, email campaigns and telemarketing.

2. PROMOTING THE LUMIABIZTRIAL

The emails used case studies and research to highlight the Lumia’s potential, and offered a one-month trial.

2D. SOCIAL MEDIA

We used a social media ‘listening’ tool to identify people who spoke positively about Lumia on LinkedIn and Twitter. We asked those with the most influential networks to be advocates for the programme and sign up their contacts.

2E. PR

Targeted press releases in technology magazines and news stories had a massive impact on traffic through the landing page and boosted signups for the trial by over 200%.

Coverage included: Mobile News, Mobile Today, Windows Phone Central, Into Mobile, Tech Radar, B2B Marketing (Campaign of the Month), Marketing Week.

2F. DEALER/OPERATOR RECOMMENDATIONS

Communications to dealers and operators introduced the LumiaBizTrial and explained the opportunity. A briefing pack was created to help Account Managers identify potential trialists.

2G. TELEMARKETING QUALIFICATION

Once signed up, each prospect was phoned to ensure they qualified based on smartphone use, contract renewal date and company size.

GENUINE MOBILE TECH DECISION-MAKER

COMMITS TO USING NOKIA LUMIA AS MAIN BUSINESS PHONE

+50 HANDSETS IN USE

CONTRACT RENEWAL WITHIN 6 MONTHS

“Amazing trial, the LCD screen and the box gave a huge wow impact and really set things off on the right foot.”THE FA PREMIER LEAGUE

“This was the best parcel I had opened in a while!”CODEMASTERS

3A. THE TRIAL PACKS

The delivery of the trial devices was fundamental to success. We created a VIP pack containing three different Lumia phones and all material needed to run the trial. The pack incorporated three layers, including a personalised letter, customer quotes foil-stamped on the lid and a 7” video screen showcasing the setup process.

3. RUNNING THE TRIAL

3B. ONGOING SUPPORT AND ENGAGEMENT

During the trial, prospects received weekly emails with case studies, videos and advice to enhance their Lumia experience.

Each Thursday, trialists were sent an SMS survey question.

CAPTURING AUDIENCE FEEDBACK

We’ve been capturing audience comments to use in future promotion of the trial activity.

Was your Nokia lumia easy to set up?

How does your lumia compare to your last phone on a scale of 1–5?*5 is much better

How many apps have you downloaded?

8.7 8.7

21.7

39.1

21.7

45.0

40.0

35.0

30.0

25.0

20.0

15.0

10.0

5.0

0.01 2 3 4 5

%

21

37

21

138

40

35

30

25

20

15

10

5

00 1–5 6–10 11–15 16+

%

90

10

100

90

80

70

60

50

40

30

20

10

0Yes No

%

3C. SALES HANDOVER

At the end of each trial, prospects were entered on Nokia’s sales portal and assigned an Account Manager, who received an automated message to follow-up by phone.

We introduced a leaderboard to promote competition between sales team members, which boosted conversions into the sales pipeline.

TIMESCALE, BUDGETS AND RESULTS

CAMPAIGN TIMELINE

“Overall, a very effective business phone and a great advert for Windows OS for someone who had been using a Samsung Android phone. I’m sticking with the Nokia.”XLN BUSINESS SERVICE

OCTOBER-DECEMBER 2013Phase one awareness advertising

JANUARY 2014Trial phase promotion

MARCH 2014First trials

2013 2014

Lumia Windows Phone has moved from fourth- to second-biggest UK business phone brand.

AWARENESS DIGITAL ADVERTISING

• Our ads had a click-through rate more than double the B2B average (0.17% vs 0.08%).

• In total, we had 51,666 clicks vs a target of 45,000; and 5,298 High Quality Engagements with content on our landing page vs a target of 2,400.

TRIAL OPPORTUNITIES

• 478 trial sign-ups were qualified down to 190 companies included in the trial so far.

RESULTSFROM THE START OF THE CAMPAIGN, THE LUMIA WINDOWS PHONE SHARE OF THE BUSINESS MARKET HAS GROWN FROM 11% TO 18% – FROM 4TH TO 2ND PLACE IN THE MARKET.** http://www.mobilenewscwp.co.uk/2014/06/16/windows-phone-os-to-dominate-b2b-by-mid-2015/

*http://www.ubergizmo.com/2013/10/nokia-achieves-11-5-enterprise-market-share-in-the-uk/

CLIENT TESTIMONIAL

“WE ARE CONTINUING DISRUPTIVE MARKETING ACTIVITIES IN THE B2B SPACE BY SENDING ENTERPRISE CUSTOMERS A “SEEDING BOX” IN THE EARLY STAGES OF LOOKING TO WIN NEW CONTRACTS. THE BOX CONTAINS SAMPLES OF DIFFERENT LUMIA DEVICES TO TRIAL AND HIGHLIGHTS OUR KEY BENEFITS. THE DELIVERY IS PROMPTLY

FOLLOWED BY A COURTESY CALL. EFFORTS IN B2B MARKETING HAVE HELPED US GROW THIS KEY MARKET, THIS IS EVIDENCED FROM A

RECENT CANALYS REPORT WHICH HIGHLIGHTED OUR RISE FROM THE NUMBER FOUR TO THE NUMBER TWO UK B2B PHONE BRAND”

Conor Pierce, VP Nokia UK&Eire

“THE MARKETING PRACTICE HAS CREATED A GROUND-BREAKING CAMPAIGN FOR US IN THE UK. IN B2B, WE HAD NEVER JOINED UP SO

MANY DIFFERENT CHANNELS AND ACTIVITIES BEFORE. IT HAS REALLY PAID OFF IN TERMS OF TAKING THE AUDIENCE ON A JOURNEY AND

BUILDING A REAL MOMENTUM FOR US IN THE MARKET.” Angela Munroe, UK Business Marketing, Nokia Business Services