OVI MUSIC UNLIMITED
Cam
paig
n Pr
opos
al:
Objective
• Intent Nokia X6 with Ovi Music offers an unlimited collection of the latest music
• Marketing objectiveTo launch OVI Music as a unique, relevant & differentiated music service offering and strengthen Nokia’s music credentials.
• Communication objective (Measurable) .
a. Create Aspiration to have access to the service.
i. Variety – music across languages, Lables, genres
ii. Novelty – Single touch access to millions of songs which can be effortlessly downloaded
iii. Unlimited – download as many songs as you want – have the latest music at your fingertips
b. Drive traffic to http://music.ovi.com/in
Objective
\ BRAND INNOVATION CELL _B4U \ NOKIA OMU Campaign
Creative Idea !
Communication:Buying Nokia OMU makes you Music Millionaire
10:3
0 –
11:3
0 am
6 –
7 pm
Highest Viewership Bands
Music Genre
B4U musicYout
h Vi
ewer
ship
Tra
ffic
Acro
ss T
ime
Band
s
Planning Strategy !
B4U Music Channel V 9X M MTV Zoom0.000
0.010
0.020
0.030
0.040
0.050
Average Ad Tvr
Average Ad Tvr
Average of 4 weeks (wk18, wk19, wk20, wk21) ‘2010 , CS 15-24Source:
Planning Strategy !
Avg TVR of a Track on B4U* = .12 <lower side>
(approx 4 times B4U’s Ad TVR 3 times best in Genre )
If, Cost of exposure is taken as of 1/3 ad Spots
Creating Music Hour Property would fetch 12 times more Impact(that too clutter free)
*AVG of 4 Regular (contemporary) Time bands in the Day
hour
10:30 - 11:30 amand /or 6 - 7 pm
\ BRAND INNOVATION CELL _B4U \ NOKIA OMU Campaign
Proposed Solution
Exhibits of Campaign Execution
presents
\ BRAND INNOVATION CELL _B4U \ NOKIA OMU Campaign
Break Bumper
\ BRAND INNOVATION CELL _ \ V-DAY SPECIAL PROG
Song InfoAston
ShowBug
Buy Nokia X6 and be music rich
Captions Comments/ Info
download more than 4 million Tracks on Mobile n PC
Campaign Communicationin Show Bug
Graphic Ticker
\ BRAND INNOVATION CELL _ \ V-DAY SPECIAL PROGVisit htt p://music.ovi.com/in
Website Preview etc ..
Measurability
Mere paas X6 hai !Contest
< Watch Nokia Music Millionaire, look for the lucky song >< sms the unique code on the Song to 55555 >
< Win a Nokia X6 daily >
Dra
mati
c Fi
lmi P
rom
o to
be
shot
Lucky Song of the hour
SMS this CodeTo 55555
and win a X6 *
Varie
ty !
Note:
B4U music has lowest no. of repeatsacross all channelsFor Music millionaire hourwe will also play latest and all time International Hits
*we have rights for over 1200 international hits out of which 300+ are already with running karaoke
Cost
of
Cam
paig
n:
Cumulative Cost Of all DeliverablesFor 25 day during 1 month Activity
** would be INR xx Lacs + taxes **
\ BRAND INNOVATION CELL B4U
Thanks for your Attention .. !
Hariom Seth Brand Solution Manager B4U Networks
http://in.linkedin.com/in/shariom
Top Related