Prima Sung's Portfolio

This is a public portfolio of my marketing work. Twitter: http://twitter.com/#!/primasung LinkedIn: https://fi.linkedin.com/in/primasung

[prima-sung]

Launching the wireless charging accessory range with Nokia Lumia 920 and 820

For the past year, I had been working on the range of innovative wireless charging accessories. The role of a product marketing manager is to define, plan and manage the launch of a product. And that includes working closely with the product programs to ensure the products are marketabile. What are the consumer needs? What are the key messages? Are the features marketible? What go to market approach should we take? Which countries should get these products first? How should we launch these products?

It's been a long journey. Many battles fought. Some won, some lost. Some products got killed along the way. But I'm proud and happy to share these bad boys with you.

[prima-sung]

Global consumer engagement project – Search for the Next Style Correspondent presented by Nokia and ELLE

Over coffee, a couple colleagues and I came up with this engagement project for the launch of Pink N8. Target consumers are style conscious female from 25-35 years old. We wanted to highlight the phone’s superior imaging capability – 12 MP Carl Zesis len.

Nokia hasn’t been particularly strong with female audience. The N8 had been purchased predominately by male. How could we cut through and engage consumers through the relevant passion point? What makes a good engagement project? What makes our content spread?

Search for the Next Style Correspondent presented by Nokia and ELLE is a global open call for aspiring style bloggers to compete for the chance to report live from NY Fashion Week, and the grand winner will be profiled in the pages of ELLE magazine January 2012 issue.  The Nokia N8 is the enabler for them to capture photos and videos on the red carpet. The idea behind it is to appeal to style influencers, and to build a nature mechanics within the program that encourage spreading of content. For example, community likes is part of our judging criteria, and the most liked entries get to be featured in our global ads. All of these encourage contestants to appeal to their community for support, and hence, spread the competition.  

The project is a great success because it has the right partnership for cut through, right positioning to target audience, built in mechanics for content spreading and sharing, and also it provides relevant and enticing rewards to consumers. (Please also read my blog post on “The Relevant Hooks” )

p.s. there is a hidden message in the launch video – another trick to make it engaging!

[prima-sung]

This is a set of lifestyle images I commisioned for the launch of Nokia N9. The brief was to capture authentic moments - one set for Russia/Mena and another set for China.

[prima-sung]

To support the launch of Nokia N9, I had commissioned Viewmasters to shoot a set of product pics. The key markets for these devices are China, Russia and Middle Eastern countries. Hence, they are more colorful and intend to inspire a certain lifestyle.

[prima-sung]

For the launch of Nokia N8, our team developed a digital led integrated campaign. The campaign kicks start with an TV spot which showcases a series of consumers hacks of Nokia devices. We then released a series of back stories online to amplify each hack. They are followed by a few consumer engagement projects. The campaign is one of the best Nokia has seen.

[prima-sung]

Nseries Twitter channel

The objective was to build Nseries social media presence and a channel for direct consumer engagement. In order to differentiate this channel from other Nokia Twitter accounts, it needs a unique voice. One of the main goals of the channel is to act as a content facilitator. We scout the Internet to find interesting user generated content about Nokia – cool images taken with Nokia devices, hacks, etc – and we share that with our followers.

We recorded way above average click through right at 6%. Since launch in April 2010, we have now over XX followers and counting.

Nseries Twitter channel is now part of our global editorial calendar that organizes global nokia social media communications.

[prima-sung]

Nokia C6 product video for launch

As part of the launch of Symbian 3 range devices (Nokia C7 and C6), this video was created with a similar brief as Nokia C7.

The Nokia C7 however is more female skewed with key feature to be its portable size. The overall tonality is more feminine and upbeat with softer color tone.

[prima-sung]

Nokia C7 product videos for launch

The brief was to create a family of product videos for product launch at Nokia World 2010.

Nokia hands were a key campaign visual identity.

Nokia C7 target audience are slightly male skewed, hence the more masculine tonality to the product video. The overall impression is more techie with techno style music with a strong tempo.