Nokia N8: Hollywood in your pocket
David Harris, Neil Barrie, Kelvin Tillinghast, Nathan Flowers, Helga Sasdi.
Delinquent Production Company-Video production.
WHAT IS WONDERFUL ABOUT THIS WORK?
We created awareness and desire for the new Nokia N8 during pre-launch, showing a film director using his shoot camera to answer a call, featuring the N8's HD video and 12 megapixel camera. Over one day we saw 5.1% interaction (2.2 times the industry average), a 65% increase in visits to the N8 product page and an ROI of 92%.
WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?
Our target audience for the N8 launch were active and enthusiastic about mobile technology. We knew they actively used their mobiles for entertainment, are twice as likely to use the video camera and picture messaging, and four times as likely to download video and music as the next segment. This campaign had a positioning that focused on the HD video camera, with the proposition ‘Hollywood in your pocket’. We used disruptive digital takeovers to get the audience's attention and created a demo: instead of promoting a phone with a camera, we promoted an HD video camera that also happens to be a phone.