Continuing our series on DM case studies by Sanjeev Jasani, VP, OgilvyOne, New Delhi.
The only online campaign in India to use Dilbert. Nokia wanted the new E-Series phones to work as ‘Blackberry Killers’ – business phones that facilitate any kind of work. Linking the E-Series with Dilbert created an immediate association with office culture. OgilvyOne partnered Nokia in facilitating a tie-up with The Dilbert Group, where Scott Adams’ team suggested a set of Dilbert images responding to the creative brief by the agency. The campaign had a fun personality test that discerned the user’s style of working and recommended relevant phone features in sync with the user’s work style.

The campaign saw approximately 6 lakh visits to the site with close to 34,000 registrations.

Nokia wanted to position the new E-Series (E71 and E66) phones as the leaders in the Office Phones segment. The aim was to educate the consumers about the E-Series Phones, and to be perceived as the most sought after business phones. Nokia being the global market leader, it was an uphill task to keep up with the brand expectations.
Hence it was imperative to devise a campaign which people could relate to, recall and receive gratification from. The challenge was to strike a latent chord with the consumer and to be perceived as more desirable as compared to the competition. During the launch there weren’t too many mobile brands present in the business phone segment. The only strong contender was the Blackberry, which is purely a business phone. Nokia wanted to position E71 and E66 as phones supporting business and entertainment, thereby creating an edge.

The objective was to

• 1. To position E71 and E66 as business and entertainment phones
• 2. Engage the user to experience the features of the phones
• 3. Lead generation by generating traffic to the site

The campaign was targeted at Life Builders, Techno Stylists & Technology Leaders

• • 25-40, male & female with a skew towards males and active professionals
• • Existing Communicator users and competition email device consumers
• • High technology phone users

The campaign strategy revolved around the idea of having a conversation about ‘the way we work’ and how Nokia E-series facilitates that with the two new devices in its line-up. The proposition was that Nokia E-series makes it easier for ‘doers’ to enhance their business because Nokia products/services are designed for the way we work.
The creative concept of ‘Designed for the way we work’ visually depicted the target audience’s working environment and their unique habits to show that the E-series phones work in the same way as they do and help them increase efficiency. By linking the E-Series phones with the character “Dilbert”, an immediate association was made with office culture. A fun personality test was devised to arrive at the user’s style of working and the proposition furthered was that whatever your style of working, the E-series can help by getting it done in an efficient manner. This was achieved by revealing the phone features that match the user’s work personality. The site also included a viral component where the user could get his personal work profile and a certificate of incredible potential and forward them to his friends.
The online campaign consisting of banners and eDMs effectively drove traffic to the site and converted the visitors to active registrants.
The site was developed in macromedia flash and seamlessly integrated with the backend to display results in real time, basis the user inputs. The site also delivered the user’s work profile and a certificate of incredible potential on the fly, which could be printed and also sent to a friend, to invite him to take the test on the site.
OgilvyOne partnered with Scott Adams, the creator of Dilbert, to do a tie-up with Nokia and co-ordinate the creative development according to the character guidelines.
Within a period of 5 months:
Total Visits to the site : 591,262
User Registrations: 33,211
Sales figures are confidential and cannot be shared.