Nokia Campaign
Objectives
In April 2011, mobile phone company Nokia chose public gyms to support a new global, integrated campaign announcing the launch of the Nokia E7 smartphone.The mediumweight (400 panel) 6-sheet campaign which ran for two weeks inside 233 leisure centres, encouraged people to define their own success, wherever they were.
14% of public gym users spontaneously recalled seeing advertising for a mobile phone inside leisure centres, with 93% of those mentioning it was for Nokia
When shown the advertising, 36% of public gym users remembered having seen the Nokia E7 advertising at the leisure centre
61% of public gym users thought the advertising for Nokia was ‘aimed at people like me’
42% of public gym users said that the advertising made them more likely to consider Nokia
Do you recall seeing any advertising for mobile phones/Nokia in or around this gym recently?
Spontaneous Awareness
Prompted
Recognition
... clear & easy to understand
34%
38%
15%
11%
... noticeable
2%
... aimed at people like me
... makes me more likely to consider Nokia
Agree Strongly
Agree Slightly
Neither/Nor
Disagree Slightly
Disagree Strongly
The advertising for Nokia is ...
40%
43%
11%
4%
36%
14%
22%
39%
14%
15%
10%
17%
25%
29%
18%
11%
Source: Clark Chapman May 2011
Base: 204 adults, Frequent Public Gym Users (1 or more times a week)
Campaign Dates: April 27 - May 8 2011
Other Outdoor Used: Roadside, Transport (inc Rail & London Underground)
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Registered Office: 69 The Green, Twickenham, TW2 5TU United Kingdom
VAT No: 603 1639 72
Company Registration Number: 02664156
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