Category: Best integrated content campaign
Advertiser: NOKIA
Product/Service: NOKIA LUMIA 800
Agency: BUZZMAN
Agency: LES 84
Agency: SWISSKISS
Chief Executive Officer/Creative Director: Georges Mohammed-Cherif (Buzzman)
Managing Director: Thomas Granger (Buzzman)
Marketing Director: Nicolas Liebmann (Nokia)
Account Director: Julien Levilain (Buzzman)
Art Director: Louis Audard (Buzzman)
Copywriter: Tristan Daltroff (Buzzman)
Digital Producer: Laurent Marcus (Buzzman)
Digital Producer: Julie Bourges (Buzzman)
Digital Producer: Vanessa Barbel (Buzzman)
TV Producer/Art Buyer: Elodie Poupeau (Buzzman)
Community Manager: Nicolas Mirguet (Buzzman)
Community Manager: Julien Scaglione (Buzzman)
Digital Production: (Les 84)
Media placement: Digital - Online - 7 November 2011
Media placement: TV - TV Channels - 7 November 2011
Media placement: Banner - online - 7 November 2011
Campaign Description
In France, branded entertainment is still at its early stages, most notably due to the restrictions linked to product placement in advertising or even video clips.
As a consequence, the potential exposure for a brand is greatly reduced so we needed to come up with a creative solution to engage with our target audience.
Effectiveness
Nokia was about to launch its new smartphone, the first one since the announcement of the Windows partnership. Expectations were high for both the consumers and the brand who expected 70k pre-orders from this campaign.
We decided to create a website named the-amazing-calls.fr. On this website was modelled the Nokia Lumia 800. During a week, the phone rang once a day on the website but nobody knew precisely when. The goal: be the first to pick up the Nokia Lumia 800 modelled on the website and discover the amazing rewards everyday.
At the end of line, exceptional gifts such as a private Metronomy concert, a VIP trip to see Manchester United with Darren Tulett or 5 minutes alone in France’s biggest department store (FNAC).
To know the hour of the call, there were only 2 solutions: stay tuned all day on the site, or keep an eye on social media to pick up the clues left by the brand and 25 influencers.
Implementation
To draw our audience to the website, we used media partnerships with two influential French media sites, namely Les Inrockuptibles and MinuteBuzz who allowed us to drive traffic to the website.
We also collaborated with the top 25 French influencers in order to spread clues on social media, whether it is on Facebook, Twitter or their own blogs.
Eventually, we managed the Nokia France Facebook page, strong of 65, 000 fans, where we also spread clues and revealed progressively the exact time of the call, thus generating a spike in traffic.
Outcome
In 1 week, we attracted 510,000 visitors, who spent 3 minutes on average on the website and thus in contact with the brand and the product.
On social media, the campaign generated 2,000 tweets and reached 3.3m people in France and in the world.
But all in all, more than 70,000 pre-orders were made!