Nokia’s ingenious marketing campaign
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Article Summary
August 3, 2005 It’s not often that you see a scheme where everybody wins but Sydney-based mobile communication company KahDo has come up with a unique medium that brings advertisers and consumers together in a scheme that does just that. More than just outdoor advertising, KahDo’s fleet of 100 branded Smart Cars are driven by real consumers, and aims to achieve advertising effectiveness through unexpectedness. The drivers are hand picked for their socially active, urban lifestyle. Kahdo recruits a select community of opinion leaders by offering them a fully maintained Smart car for a subsidised cost of AUD$35 (US$26) per week. In return for the subsidised car, exclusive product usage, free samples and invitations to special events, these influential 18 to 34 year old urban consumers agree to ambassador status and minimum usage levels of the cars that are wrapped in advertising. Telecommunications giant Nokia was the first to take to the streets of Australia’s two largest cities (Sydney and Melbourne) this week using the innovative, new marketing concept to reach young, urban consumers with unique messages about the brand.
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