1. Launch of Nokia 6210 in China How we use online to complement offline campaign

2. Objectives Add top spin to planned new product launch campaign To dimensionalise Nokia 6210 as the essential tool for businessmen and professionals Build awareness and product communication among targets. To create hype so as to build an “ urgent need ” to get hold of N6210. To build a database for loyalty marketing.

3. Nokia 6210 Target Group Young professionals, businessmen, higher education, higher income, aged between 25-40. 30% are new purchasers, and 70% are replacers. They are the achievement-driven type of businessmen, demand to have a mobile phone with full range of advanced features. They want to be well informed, have things in control, and be ready to face any challenges. Believe that new technology helps improve one ’ s productivity, way of working etc.

4. Product Positioning Nokia 6210 is your best choice mobile phone, which helps you to be ready to grasp critical business opportunities and to go through challenges, as it provides with all the advanced features for success.

5. Nokia 6210 Key Features Large Memory (Large capacity for storage of important data.) Built in WAP browser (Mobile internet services. High speed modem to PC for 24/7 internet services) Extended Calendar (Calendar in your phone, synchronize data with your PC ) Sleek, Ergonomic styling (Perfect for work and play!) Be ready For anything

6. Online Strategies for Nokia 6210 1.A targeted, high impact awareness campaign through visibility to build launch feeling, and generate interests for further information. 2.A synergized online creative with offline advertising to maintain consistent image for Nokia brand and product. 3.An interactive promotional program to induce involvement and product communication and to create potential sales leads through database.

7. Surround Sound Online Approaches for Nokia 6210 1. AwarenessReach/Frequency/Target profiling 2. ImpactLaunch feeling: New rich media 3. ConsistencySynergised creative to support online campaign 4. Product CommunicationMicrosite 5. InvolvementOnline promotion, Database 6. LoyaltyEmail marketing

8. New richmedia tech to build Impact (Flash + Java Layer) Sample

9. Popup Window for Online Promotion Online Promotion Build user databaseLoyalty Program Click the Nokia 6210 to answer and win !!! Win a Free 6210 Phone Popup window to invite

10. Big Size Button 网易 IT 频道首页小横幅 : 265*35

11. Buttons are as effective as banners Capture Internet users’ attention by demonstrating the key features

12. Email Marketing to promote brand loyalty

13. What other value added ideas Online WAP features demo E-PR Strategy for news releases to editors Viral Marketing to further dimensionalise product features

14. Online WAP features demo

15. Use innovative creative techniques to announce, create noise and interest Create news impact on launch day Craft and disseminate press release to key dot com journalists. Text links on front page of major news portals Build “news event” status on launch Link to a “news story page”, with a link to microsite E-PR Strategy

16. Use innovative creative techniques to announce, create noise and interest Viral email marketing campaign Using “day in the life of an executive” to dimensionalise Nokia 6210 product features. Let your consumers push this to your target audiencepush Use humour to create warmth to Nokia brand.

17. Viral Marketing Creative Suggestion How to perform better for both work and family Monday morning, rush to work…. Realized need to call client…fumbled for diary. Remembered N6210 has the number. Successfully made appointment. Phone beeps appointment so he made to meeting place with time to spare… checks calendar on N6210. See daughter birthday party tonight. Uses WAP to order a cake for daughter… then attends meeting. Meeting was successful. Goes home. Wife is happy that he remembered the cake.

18. Nokia 6210 Overall Campaign Flow 6210: Be Ready Famous Winning Strategies 6210 Promotion Microsite @ Product information @ Interactive demo/tutorial @ Retail outlets Rich BannersePromotionText link / News Release To Nokia.com.cn host website Viral Marketing

19. Media Selection As it is a new product launch campaign, high awareness needs to be built in a short period, media selection should focus on high reach sites. Netease, Sina and Sohu are the top 3 portals in China according to IamAsia, it almost covers 100% internet population.

20. Media Budget Summary Given Budget: We recommend two options for Media Budget, main differences are: Option 1 To build strong launch impact and attention getting Innovative creative idea to overcome the CTR concerns for using banners More spending for rich media, however Option 2 To build strong launch impact To create better awareness via involvement To collect database To leave more budget for Floating

21. Media Budget Summary - Option1 Option 1: To use rich media to build awareness, interest and dominating image for the 1 st week, button and textlink to follow up for both reach and frequency. Emails used for reach and loyalty program. Rich Media Banners Button Text Link Email Marketing 45% 40% 11% 4% D1 ——————————— D5 D6 —————————D21 Budget

22. Button Text Link Floating D1 ———————— D5 D6 —————————————D21 Budget 21% 34% 15% 30% Pop up window Media Budget Summary – Option 2 Option 2: To use Pop-up window to draw attention and use online promotion to increase better involvement, will leads to better product communication and database.

23. Media Schedule – Option 1

24. AdXplorer’s Services Integrated online strategies, planning, production and execution Weekly updates of changes during campaign period Post-campaign analysis report