Nokia pays to Play on

  • Digital
  • May 3, 2010
  • StopPress Team
Nokia pays to Play on has launched a new section in partnership with Nokia called, which draws in existing content, sorts it by psychographics rather than sections and displays it all in a simpler, dynamic and more visually appealing way.

Advertising director Donna O’Keeffe says Nokia were looking for an environment that was all about people's passions; about things they love to do when they're not stuck in the office. As a result, Play was created.

"From mountain biking to fine wines, to music, there is something for everyone."

The content changes each day and encourages interaction by enlarging images on mouse-over. Nokia's branding follows the reader through their experience and invites them to 'Come Play'. A mix of standard and bespoke ads are currently running as well as a co-branded marketing campaign to promote the new section.

“There is still a lot to come with this partnership. The foundation is there though,” O'Keefe says. worked closely with Nokia’s agency, Carat NZ, to deliver the new platform. Ryf Quail, Carat's general manager, says the focus for Nokia was to do "something out of the box that gave them a commercial edge" and create a space where it could engage with its target market and highlight how the products could enhance their lives.

"And if you are marketing smart phones, that had to be online.”

In other news, Mitch Campbell will be joining the advertising sales team as a senior account manager at the end of May.

Campbell joins from ACP where he was the New Zealand national sports sales manager, as well as the senior account manager in charge of consumer titles. Prior to his stint with ACP he worked for IPC Media in London as a senior account manager and sold Europe’s largest marine website,

O’Keeffe says Campbell's personality and experience will make him a strong asset to the team.

"He has a solid sales background and an in-depth understanding of how advertising engages consumers in an online environment. We’re looking forward to him joining the team."

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