An England bear, Paddington Bear who always wears a duffle coat, a rather shapeless hat, and Wellington boots, on occasions. This time our Sales and Marketing team has chosen the Paddington Bear as our topic of successful story for this issue.

Paddington Bear has successfully been launched as the premiums and mobile content (which include themes and application icons) on 29th January 2010 in four mobile retailer stores (which included CM Concept, Leading, Wah Fai, Talksmart and Circle with 42 stores). The reasons of holding this promotional program are to share the enhancement of the brand image of Nokia, as well as, a strong relationship enhancement with the key retailers and encourage them to focus on Nokia.

Through our Paddington Bear promotional activity, our Sales and Marketing team has planned for both above-the- line (ATL) and below- the-line (BTL) marketing materials through different channels of newspaper and magazines, as well as with the distribution of leaflet, back cards and so on. Register as a member, Paddington Bear has become the authorizations of downloading its themes from the OVI store (http//:www.ovi.com) and other application of Nokia's sales services.

This promotional program of Paddington Bear has been ended on 28th February 2010. To sum up, this program has created a big impact of increased sales by 20%, market share by 3% and activation of OVI by 10%.