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Haygarth takes lead role in Nokia's Kylie sponsorship
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Nokia is launching one of its largest pan-European sales promotion campaigns using a sponsorship collaboration with Kylie Minoque that will offer consumers exclusive access to one of the world’s best known pop stars.

Haygarth is acting as the global co-ordination agency for the activation of the sales promotion campaign, which underlines Nokia’s association with music.

Haygarth has been responsible for the design creative adaptation to align it with Nokia’s Music Almighty above-the-line campaign. This includes the development of 12 websites across Europe; box sleeves and in-box collateral; point of sale; press advertising and six and 48 sheet creative.

In addition the agency has created a campaign tool kit for each market, offering ideas for experiential activity and implementation guidelines for the whole sales promotion activity.

The campaign sees the Nokia 5310 and 5610 XpressMusic handsets offered as exclusive Nokia Kylie handsets, featuring pre-loaded, exclusive video and music content. Consumers also have the opportunity to download the full album and additional content from a promotional website, designed and built by Haygarth, in addition to giving consumers the opportunity to win “meet and greet” tickets to one of the dates on the Kylie X Tour 2008.

Designed to demonstrate the excellent audio quality of the Nokia 5310 and 5610 XpressMusic, the promotion will run across approximately 230,000 handsets in 12 European countries. The campaign aims to drive sales of handsets at local (country specific) level whilst building on Nokia’s association with great music by tying in with pop princess, Kylie, who has pan-European appeal.

A staggered launch date will start with activity in Romania, while the campaign went live in the UK in June. The activity will be measured predominantly through handset sales and brand exposure at local level.

Caroline Fick, Brand Sponsorship Manager at Nokia, comments: “This campaign offers our consumers across Europe an exclusive opportunity to experience the great sound quality of the Nokia 5310 and 5610 XpressMusic handsets, whilst bringing them closer to Kylie and offering them the chance to actually meet Kylie in person.”

June 2008
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