Nokia: PLANET N

Credits & Description:

Category: Best Use of Online Advertising

Advertiser: NOKIA

Product/Service: MOBILE PHONES

Agency: FACTS+FICTION

Agency: WUNDERMAN

Date of First Appearance: Jan 5 2011

Entrant Company: FACTS+FICTION, Cologne, GERMANY

Entry URL: http://www.planet-n.de

Creative Business Manager: Jörg Krauthäuser (FACTS+FICTION)

Art Director: Sabine Wißdorf (FACTS+FICTION)

Creative Director: Philipp Dorendorf (FACTS+FICTION)

Project Manager: Sven Lange (FACTS+FICTION)

Consultant: Astrid Lipke (WUNDERMAN)

Graphic Designer: Jens Mackels (WUNDERMAN)

Editor: Hendrik Pletz (FACTS+FICTION)

Media placement: Website - Internet - 05.01.2011



Insights, Strategy & the Idea

NOKIA´s aim is to change the attitude of young people and to bring the brand back to their relevant set. A challenge which requires an understanding of this target group, knowledge of their everyday material needs as well as their individual motivation to buy things.



The agency therefore developed a unique youth and social marketing concept. Planet N is a platform for young people, created by young people for young people. It gives them the opportunity to experience unusual things– e.g. as a backstage reporter from concerts, as an art or fashion critic or as a rollercoaster tester. The young people are always involved in the conception of the projects and decide which of them are realized.



Creative Execution

A specially created “home- base“ is the place where the agency works together with 12 selected young people who are between 15 and 19 years old to develop a brand communication which is as authentic as possible. The so called “Creative Crew” not only has perfect material but also the best personal conditions. The meetings are inspired by the individual characters and interests of the crew members ensuring creativity and productivity week by week.



Many brands want to tell young people what´s “in” and “cool“. NOKIA doesn´t. Planet N is an absolutely different and unique approach: the brand identity is created by the target group, i.e. the young people– who else would be better informed about what they want!



The permanent aim of Planet N is to present ten live projects online which are based on unusual experiences.



Results and Effectiveness

• Continuous increase of registered users– several thousand registrations within 6 weeks.

• Several hundreds of thousands of activities within the first weeks.

• Long retention period at our site.

• Outstanding project involvement.