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E. Technology Campaign of the Year


Winner
Campaign Title

Internet for all with Nokia C2's mobile connectivity
Client

Nokia
Agency

Hill + Knowlton Strategies

In China, while internet penetration is at 45 per cent in urban areas, it falls to just 15 per cent in rural areas, where most consumers use mobile devices to go online. Recognising this consumer insight, Nokia, tailored its technology to create an affordable internet entertainment phone, the C2 — targeting low-income and rural-based consumers (many of whom can’t afford PCs). Nokia, however, faced a host of challenges with the C2: standing out in a crowded and competitive market, reaching the target audience due to lack of communication channels, the perception among target consumers of Nokia as unaffordable and of mobile internet as irrelevant to their lives, and a small budget to make a big impact with. It needed a unique PR strategy to convey the value of mobile connectivity and convince consumers its device was a reliable and affordable way to access the internet. Given the limited budget, the agency used people as channels - encouraging Weibo users to share the world of mobile connectivity. It turned Nokia users and fans into opinion leaders and messengers by motivating them to advocate the technology. The agency ran a creative teaser on Weibo during Mid-Autumn Festival and partnered with QQ, China’s largest online platform for a six-week campaign. An offline event was held at Nokia’s office where celebrities, staff and media came together to hear the campaign impact. A total of 6.7 million page news made the campaign the most successful online commercial brand campaign in QQ Weibo history. Nokia fans increased by more than 16,000 during the period. Overall, the campaign reached 76 million people across all 34 provinces in China.

Certificate of Excellence
Campaign Title

BlackBerry Customers – Loving What They Do Online
Client

Research In Motion
Agency

Edelman Public Relations

Working closely with the digital marketing team at Research In Motion (RIM), the agency helped BlackBerry create very large and highly engaged social media communities across Asia-Pacific. Its programme currently spans 15 multilingual, country specific BlackBerry communities across Facebook, Twitter and Sina Weibo — with more than 3.5 million fans or followers. It integrated paid, owned, earned and social. Although the final success was social, it ensured that all media formats were maximized. Within 18 months, the agency helped grow the company’s regional Facebook community from 50,000, making RIM one of the five largest brands on the platform in Asia. A BlackBerry consumer exclusive concert in Indonesia and an ongoing video content series documenting BlackBerry Messenger engaged consumers. Following the campaign, RIM now boasts the largest and most engaged mobile / smartphone online branded community in Indonesia, Malaysia, Thailand, China, India and Australia. BlackBerry’s overall online buzz, sentiment, frequency for the top 25 influencers in each market increased during the campaign. Its social properties were seen by three million people per month and generated over 110,000 clicks from branded communities to other RIM online assets.

Honourable Mention
Campaign Title

“Go Local” Strategy Sparks LePhone Phenomenon-Lenovo LePhone Sales Rally with Localized New Media Campaign
Client

Lenovo
Agency

BlueFocus PR Consulting

Chinese PC maker Lenovo’s LePhone faced challenges in loosening iPhone’s grip over the saturated Chinese smart phone market. Little progress was made in the first six months of LePhone’s launch. Its lower price points and Chinese features initially failed to shake the brand strength of iPhone and other market leaders. With a target of one million units in the first year, Lenovo invested tens of millions of US dollars in a national marketing communications campaign for mobile products. But sales still fell short. The agency set out to tap consumers in the tier 2 and 3 cities, where iPhone’s brand power was reduced. It redesigned its workflow of doing PR to reach those consumers. It kicked off a frontline strategy across its 23 branches in China. A local and regional strategy used forums and social media to kick off activities such as contents and games. It produced viral videos and used regional dialects to better communicate with consumers. The campaign reached 84.8 million consumers and saw Lenovo ship 1.5 times more units than in the first six months of LePhone’s launch.