Enjoy the Music

Context

In 2011 Nokia Denmark wanted to position itself as a leader within the camera smartphone industry and at the same time reach a specific target audience by connecting their brand and the music industry. As a result of this, they wanted to be a part of the Danish Roskilde Festival, but this was not possible as the festival already had an exclusive sponsor.

Implementation

Crone & Co was brought in as consultants on the project and we created a campaign centered around the departure to Roskilde Festival. This event made it possible for Nokia Denmark to connect with visitors to Roskilde Festival without officially being a part of it. This type of unexpected pop-up event also made sure that Nokia Denmark could catch the visitors’ attention without being disturbed by competing brands.

We established a large experience area at the Copenhagen Central Station at the two most busy travel days related to Roskilde Festival. Nokia hosted nine surprise concerts with upcoming Danish artists including WhoMadeWho, Vinnie Who and Mike Sheridan. On top of that the event at several side activities, interactive activities, and competitions supporting the overall message and Nokia’s other marketing activities.

Results

The result was a surprise attack not previously used in Denmark. The concerts were experienced by thousands of people passing by and festival guests, and the event was very successful in reaching and engaging with its target audience.  A lot of people interacted with the various activities and competitions and the event generated a lot of positive response for Nokia in key music media including Musikmagasinet, Gaffa, and Markedsføring.