By A Correspondent
Independent mobile video and media company Vuclip has announced that it has been selected by Nokia and Maxus India to promote the much touted Trendify brand campaign for Nokia Lumia 510 on Vuclip’s mobile video portal and social networks. As many as 65 percent of Vuclip’s 14 million Indian users share videos primarily through Facebook and Twitter, making it the ideal platform to integrate Trendify and allow users to experience what Trendify means in the language of Nokia Lumia 510.
Social users in general and the youth in particular are in the age of ‘discovery’ enabled by the proliferation of internet-enabled mobiles in India. Identifying this, Nokia, Maxus India and Vuclip have joined hands to empower the youth to discover and create new trends in time and spearhead innovative social media campaign on mobiles. As part of the product innovation involving a seamless integration with Vuclip, for the first time, the ‘Share’ button has been changed on a video portal to reflect the brand campaign. The ‘Share’ button for each video has temporarily been replaced with ‘Trendify’, encouraging users to now trend their videos directly on m.trendify.in at the click of a button, which in turn can be shared on Facebook, Twitter and other social sharing sites. More than 55 million videos on Vuclip are expected to be viewed in 2 weeks through this campaign. Besides its mobile portal, Vuclip has also integrated Trendify with its own social media properties to further amplify the campaign leading to virality, where it has extended Nokia’s opportunity for lucky users to win a Nokia Lumia 510.
Viral Oza, Marketing Director, Nokia India said, “Through the Trendify campaign we wanted to connect to the urban youth on a platform and space that is relevant to them. The youth today are socially connected 24×7 and have their own take on life. They experiment to express their originality, creativity and individuality. Topics that trend affect their lives in a big way and is their tool to express themselves on the bigger stage. This was the genesis of the Trendify campaign. We believe that anyone can begin a trend by sharing, following, liking through social platforms. The Nokia Lumia 510 is designed to empower the Indian youth to start their own trends. By leveraging Vuclip, world’s leading mobile video platform, we wanted to bring the Indian youth even closer to the Trendify campaign. Creating trends requires a 360 degree approach, and with its exponential growth in India, leveraging entertainment snacking was a clear choice for us.”
Unny Radhakrishnan, Digital Head (South Asia), Maxus India said, “Nokia wanted us to craft a campaign which exemplifies trendifying in the DNA of each of its core elements. Leading the curve in mobile video sharing, Vuclip fitted well with our strategy in helping us connect the Nokia “Trendify” campaign with millions of users in a fun sharing way almost instantly. One of the essential criteria that worked in their favour was that besides being a leader in mobile video sharing, their team was quick to internalize the core philosophy of our novel campaign, think out-of-the-box with creative application of technology, and adapt to make functional enhancements that added value to our campaign, instead of just cosmetic changes. Looking at the results, we are confident that this agile integration will help us optimally amplify the campaign across regions.”
Commenting on the integration, Meera Chopra, Vice President – Head of Advertising Sales (APAC & ME), Vuclip said, “We are delighted that Vuclip has been chosen to showcase and integrate Trendify. This fun and path breaking campaign is yet another proof of how Vuclip is fast becoming an integral part of aggressive digital campaigns for leading brands like Nokia. In one of the most unique ways of perfect integration on the site, Vuclip has temporarily renamed the social Share link on all its videos as Trendify. This not only helps build a stronger brand recall but also builds a ‘cool quotient’ for the youth who now Trendifies, instead of just sharing.”
By Anil Thakraney