Nokia India has launched a new campaign for the Nokia X Android phone. Launched recently, the Nokia X is the Finnish phone maker’s foray into emerging markets of the world. With prices starting from Rs. 7729 and a home screen that looks like its Windows-based Lumia phones, it also has the Fastlane feature, a screen that gives you instant access to your most-used apps. Unique to Nokia, the Fastlane displays your recent apps, photos, Facebook posts and more onto a single screen, so you can live life in the fast lane.
First introduced by Nokia for Asha 501, it is easy to get to the Fastlane by swiping from the left or right edge of the home screen or tapping the back button at the bottom. The new promotional campaign is in line with the phone’s USP – the Fastlane.
Presenting actor and owner of Kolkata Knight Riders IPL team, Shah Rukh Khan, in its recent TVC as the ‘App Coach’ of the team, we see him inviting viewers to suggest apps to keep his boys appy. In another ad explaining the benefits of NokiaX, the boys are seen playing a prank on him using the Fastlane features.
The ad film is set in the KKR dressing room I guess where you can see Captain Gautam Gambhir and others, while SRK talks to the camera. He begins with explaining the role of a coach, “A coach doesn’t just coach you, he shapes who you become tomorrow. He makes you work hard…pehle aap unhe apni gaaliyan dethe hai…aur phir apni respect.”
He then refers to his own coaches like his school hockey coach, his acting coach, his fitness trainer and all his directors who have helped him become the person he is today. So SRK has decided to become the new App Coach for KKR. He does have ideas but would like the viewer to contribute too, so the apps could help him motivate his boys.
If the viewers’ suggestions match with SRK’s Nokia X Fastlane, then they get a chance to meet the actor and his team.
The social integration involves a website and a Facebook app that takes app suggestions. The video displays the campaign website which in turn leads you to an application on the brand’s Facebook page, when you click on suggest an app.
Fans need to suggest an app that will help the team captain Gautam Gambhir relax a little. Fill a form with the app name, and your personal details like name, phone number, email and location. The contest which was held for little more than two weeks asked for suggestions only till the 21st of May.
Along with sharing updates about Nokia X and its benefits, the social media pages of the brand are also spreading the app coach contest. Besides, it helps that Nokia’s events are also integrated with Twitter.
In the offline space, the brand held the Nokia XL Apptasting event with Rajiv Makhni and Vikas Khanna where it introduced a new trend with Vine videos called Velfie. The event was hashtagged #VelfieOnNokiaXL, and was designed to spread the ease and discovery of apps on Fastlane.
Rajiv Makhni and Vikas Khanna are all set to take the app mania to a higher level. #VelfieOnNokiaXL
— Nokia India (@NokiaIndia) May 17, 2014
— Nokia India (@NokiaIndia) May 17, 2014
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For a mid-segment smartphone, the promotions for Nokia X have been timed right around the IPL season. Besides, actor Shah Rukh Khan and his Kolkata Knight Riders, both help engage a nation obsessed with Bollywood and cricket. The contest gratification of being able to meet up with the star and the IPL team is something the phone brand has cashed on well.
Apart from being well-timed, the app coach campaign will also help Nokia X reach out to the right target audience – the youth who prefer to live life in the fast lane. The campaign, however, needs to extend beyond the IPL season, if the range of Nokia X has to be popularized. Conversations could be more around apps on the Fastlane, which is there right now, but needs to be sustained. It helps that Nokia has regular apptasting events that help the brand do that.
The app coach was a well timed and targeted campaign for the Nokia X, what are your views?