Nokia N81 and magazines take a bite out of Apple

By connecting Nokia N81 with early adopters of mobile and music technology, music and youth magazines provided Nokia with a platform to challenge Apple dominance of downloaded music.

In March 2007 Apple sold their 100 millionth iPod. However Nokia research had identified that solus MP3 players could be challenged by the improving music qualities of mobile phones.

Under the umbrella concept of ‘Seizing Music moments’ Nokia and their new N81 phone set out to target music technology leaders and stylists and through influencing them, create a ripple of peer to peer influence.

Interactivity was the key media requirement – a radio promotion allowed users’ sound bites to be played on air; a microsite allowed visitors to search and share tracks; user texts were screened on digital outdoor screens.

And NME - a place were passionate music leaders converge – provided advertorials and unique creative solutions to harness the editorial trust and kudos in world were cool counts.

Music magazines provided authenticity and rubber stamped the entire campaign.