Nokia Re-creates the

famous “Midas Touch”

 Mi
Nokia recreates the famous “Midas Touch” now at Cannes
Today more than ever King Midas lives within each one of us. Midas was a King who wished
that everything he touched changed into gold; he truly symbolized the POWER of TOUCH.
Nokia recreated the famous Midas Touch. It gave the youth the power to change the
music programming of his favorite radio station by a mere TOUCH.

The power of this MIDAS TOUCH has reached the global platform with this innovation winning
the award of the “best radio innovation” at Cannes Media Lions 2009

Marketing Objective
Today, music on mobile phone has been revolutionized from a passive experience to an active
social platform. For youth, music on mobile is an expression of themselves. Conventional route
of passive music experience led to no single player dominating the Music phone category.

Nokia’s XpressMusic launch into 2009 was also its first ever touch phone and was slated to be
the “I-Phone killer”. Touch mania had taken over the Indian cellular phone market with the
launch of I-Phone. Research revealed that the TOUCH experience of an I-Phone was a bigger
trigger to purchase than its Music capability. Though feature to feature, Nokia 5800 was a
much better choice; we had to provide a superior touch experience to be in contention.
The brand wanted to position itself amongst the youth as a premium music device,
with an all new touch interface.
The objective was to engage the youth with the device giving an experience of
Touch to Music.
 Target Markets/ Audience
Nokia 5800 Xpress Music was a part of the premium/ multimedia mobile phone segment. The
activity was executed in the 6 big metros of India viz. Mumbai, Delhi, Kolkatta, Chennai,
Hyderabad & Bangalore which contributed to 80% of the sales in this segment. The target
audience for the brand was the newly emerging uber cool youth brigade in the metros, aged
between 15-34 years, for whom technology was a way of life.

Innovative Media Solution

The brands proposition was “Touch, Play, Share your favorite Music with Nokia 5800
XpressMusic. The strategy had to integrate “XpressMusic” on a platform that transforms an
individual passive moment into an active expression of emotions through music.
Channels
Research has revealed that 65% of music consumption for youth happens out of home. Radio
has created a revolution in India as a major source of entertainment linked to music. FM radio
has gained popularity amongst the youth of today. Within the specified target markets 75-80%
of the radio listenership happens out of home making it an apt medium for the amplification of
Touch, Play, Share.

The explosion of malls in India had created an effective touch point where youth spent a
considerable portion of their leisure time.
Synergy between out of home activation & radio was created to heighten
participation of youth

Insight:
The power to change something with a mere TOUCH is what the Youth of today
desires the most. What if I could change the ending of a movie? What if I could
change a song? What if I could change everything around me? Questions that
express this feeling. What if you had the power to change your favorite radio
station, just by a touch?
Idea:
The idea was to let a youth run his favorite station, in his way, where he could play around
with his list of songs & share this feeling of change with millions of other listeners. For the first
time ever, the whole programming of the Radio Station was loaded onto a huge touch screen
replica of the Nokia 5800 XpressMusic
instead of the regular studio. The radio
station was transported from the studio
to the fingertips of its listeners. The
listeners were asked to come to a mall
on a specific day and time every
saturday for five weeks. They were
pleasantly surprised to find that their
favorite radio station had transformed
into a touch screen replica of Nokia 5800.
The music playlist of the radio station
was touched & altered by the listeners
themselves & what they touched went
live on air signifying the POWER of TOUCH. Special programming was built around this theme.
People who couldn’t make it to the venue would call up the station and ask their
acquaintances to touch a song on their behalf. The phone was also displayed at the Nokia
XpressMusic station and free demos were provided to people who gathered for this unique
experience.
First time ever 10000 RJ’s for a single station
Nokia 5800 XpressMusic station had close
to 10000 Radio Jockeys (RJ) every time it
went live i.e. every Saturday between 5-9
PM. Conventionally a radio station has one
or two RJ’s but the whole process of
experiencing the product transformed
everyone who touched the XpressMusic
station into an RJ as he played his own
song. Along with the whole Touch, Play,
Share experience of running the station-THEIR WAY, they also took a full demo of the product,
talked about the brand and its features. There were 55000 brand demos with 6000 registering
to buy it .There were 10.1 million listeners who were a part of this station. This created a
perfect rendition of the brand proposition of Touch Play Share.
 CASESTUDI
ES

Di
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:Thi
scasest
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sfori
nfor
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poseonl
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oranydet
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scont
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:
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ngshuk.
mit
ra@maxusgl
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.com