Nokia Music Store
Nokia Music Store drives usage of music on the move
The client – Nokia Music Store
Nokia Music Store offers people the chance to enjoy music directly on their Nokia device or personal computer. Part of the Ovi by Nokia offering, Nokia Music Store, with its compelling combination of download and streaming services, empowers consumers to connect to the music they want, in the way they want. With a single account, music lovers can access the Nokia Music Store via their desktop computer or directly from optimized Nokia devices.
The challenge – Drive awareness and usage of new service
The primary focus of the ad campaign was to promote the launch of Nokia Music Store to relevant mobile users. The campaign encouraged consumers to sign up for the new service so they could start downloading music. Nokia Music Store needed to target consumers with Nokia devices that enable music transfer from PC to mobile.
The solution – Targeted mobile advertising campaign featuring free music tracks
Nokia Music Store ran a campaign across a range of sites on the Nokia Media Network. The media plan and consequent mobile ad banners were targeted to owners of PC-to-mobile capable devices, including the Nokia N81 and N95. The ads were served on Nokia.mobi and a selection of other music-related sites on the Nokia Media Network.
To engage consumers with the new service, Nokia Music Store offered a free track from a leading hip-hop artist. After clicking on the mobile ad banner, consumers were taken to a dedicated mobile site where they entered their email address. From their email account on their PC, users could link to the Nokia Music Store to sign up and download their free track.
The results – Thousands of new users
The campaign resulted in thousands of new customers signing up for the Nokia Music Store. It permitted Nokia Music Store to start a dialogue with music lovers by collecting email addresses and driving them to the online store to purchase music and get free content.
Click-through rates averaged 2.3 percent across the campaign, with rates as high as 11 percent on sites such as Nokia.mobi.
To see mobile advertising in action, please visit nokia.mobi/advertising on any mobile device.
