Ailing phone maker Nokia has formed a strategic partnership with ASOS to promote the Nokia Lumia 925 to ASOS’s audience of young, stylish and technology-savvy individuals.
Designed to highlight the image capture capabilities of the Nokia Lumia 925, the campaign will centre around a ‘Day in the Life’; a behind-the-scenes feature, which sees four members of the ASOS team document their 9:25am to 9:25pm day, through pictures taken and shared with a Nokia Lumia 925.
From social media to photography, and fashion to entertainment, team ASOS will demonstrate and champion various features of the device, culminating with a 9.25pm photo, showcasing the low light photography capabilities of the Nokia Lumia 925. ‘Day in the Life’ will sit exclusively on the ASOS website and be promoted through marketing collateral.
The partnership will be supported with a social media strategy that encourages ASOS users and fans to tweet their 9:25pm look. People will be invited to take part, using hashtag #asos925 for the opportunity to win one of nine £25 ASOS vouchers every day.
To accompany the partnership, ASOS will be launching a bespoke Windows Phone app version of ASOS’s popular Daily Edit shopping concept; providing a quick and easy way to shop the very best of ‘New In' fashion at ASOS. Each day the ASOS fashion editors pick the best items from categories such as Going Out, Holiday and Work. People can browse, buy, share or save items to their ASOS account, direct from their Nokia Lumia handset. The app is available for download via the Windows Phone app store and is compatible with all Nokia Lumia smartphones. Exclusive to Phones 4u for the month of September, the UK’s fashion and tech savvy shoppers will be able to claim a £10 ASOS voucher with selected PAYG Nokia phones.’
The fashion retailer has also curated an exclusive Nokia Lumia 925 Summer Edit featuring key pieces from the collection and showcasing the best in summer evening style.
Kate Whitelock, Head of Commercial at ASOS, explains: “With nearly 30% of ASOS traffic coming through mobile and tablets, we are always excited to find new ways to give our customers engaging experiences through their devices. Working with Nokia – to promote the launch of the Nokia Lumia 925, with a specially created app version of the popular ASOS shopping feature, Daily Edit – is a fitting opportunity. A multi-platform, behind-the-scenes peek into the fashion industry will run from 9.25am – 9.25pm, giving users an insight into the working lives of four ASOS employees, while the Daily Edit app enables shoppers to browse, buy, share or save items to their ASOS account.”
Annie Kearney, Sponsorships and Partnerships Manager at Nokia adds: “Recent Nokia research reveals that the majority of smartphone users (71%) cited low light as the most challenging situation when taking a good photo. We wanted to use the partnership to celebrate the Nokia Lumia 925’s camera functionalities, throughout the day, in an authentic, real-life way that would resonate with ASOS customers and the younger demographic, alike.”