To commemorate cell phone manufacturer Nokia’s 15th year in India, Red FM devised an innovative activity. The radio station created a record of sorts by having the maximum number of live callers on a single day airing on Red FM’s network of 47 stations across India. A countdown promo for five days culminated in the activity which took place on the d-day.The promo encouraged listeners to share their Nokia moments on Red FM on that day. And finally on July 30, 2010, all the 47 radio stations of Red FM celebrated Nokia Day for 17 hours at a stretch. Red FM created a programming roadblock for Nokia, wherein all the links were dedicated to the mobile phone giant. Also, Red FM’s popular tagline, “Bajaate Raho”, was changed for the day to Nokia’s tagline, “Connecting People”. A radio blog was also created, through which listeners could post their wishes for Nokia. Listeners who participated in the activity were awarded Nokia merchandise.

” We share the same brand attributes as that of Nokia – which is unique innovations and connecting with people. We were able to elicit spontaneous reactions from people because of the powerful brand Nokia is,” says B Surendar, senior vice-president and national sales head, Red FM. The radio station urged listeners to call and share their favorite Nokia moment with the radio jockeys. Besides, radio jockeys from across cities called each other on-air to share their personal Nokia moments, in sync with the phone company’s tagline, ‘Connecting People’. RJ’s went over to various cities to get people to share their Nokia moments, which were also aired.

More than 3,000 calls were aired on the radio station on the day; the actual number of calls received by the radio station was much higher. Currently, Nokia is running a campaign on Red FM promoting traffic to Nokia’s website, nokiamoments.com, which urges consumers to register their moments. The entire affair definitely comes across as an interesting campaign done on radio.