Category: Best use or integration of user-generated content
Advertiser: NOKIA
Product/Service: NOKIA LUMIA 800
Agency: NAKED COMMUNICATIONS
: Naked Communications Copenhagen (Naked Communications Copenhagen)
: Bacon Cph (BACON)
: Spring/Summer (Spring/Summer)
Media placement: Own Media - Facebook Application + YouTube Channel - Ultimo January
Media placement: Earned Media - Internet & Press - Ultimo January
Media placement: Cinema - 3 Final Documentaries Premiere At A Special Screening - Ultimo January
Media placement: Social Media Ads - Facebook - Ultimo January
Media placement: Viral Seeding - GoViral - Ultimo January
Media placement: OOH - Subway Station Takeover - Ultimo January
Campaign Description
In Denmark, there are several restrictions and regulations when it comes to Branded Entertainment on television, though some restricted versions of AFP (Advertising Funded Programming) is being adopted through TV Channels that operates under other country legislation (eg. broadcasting from UK).
The internet has therefore become the most used playground for Branded Entertainment with fewer restrictions, but also a bigger need to think about content distribution in order to succeed.
Effectiveness
Wanting to convey the little magic moments in life, we created ‘The Amazing Everyday Documentary Project’ and commissioned 3 acclaimed Danish Directors to orchestrate a visual interpretation of everyday amazement. We ended up with 3 very different documentaries made entirely out of crowd-sourced creativity from 100 documentarists, who were partly selected urban personalities and partly picked from the Nokia fan community. We armed each 1 with the new Nokia Lumia 800 and asked them to chase short stories and turn a number of everyday words into something amazing.
For 3 weeks, 10-second videos were shot and uploaded through a custom-made mobile app to a bespoke Facebook application that made it possible to view and remix films based on words and the documentarists behind.
More than 1,100 videos were shared, discussed and liked on YouTube, Facebook, blogs and online magazines - receiving more than 230,000 views in the campaign period making the The Amazing Everyday Documentary Project a strong platform for Nokia’s new comeback smartphone launch in the young urban demographic.
As the culmination of the project, the 3 final Directors’ films premiered at a special public film screening and went live online simultaneously.
Implementation
100 documentarists were set out to record and document their amazing every day. The documentarists were partly selected creative personalities defining urban culture, and partly persons crowd sourced from the Nokia community.
The audience were drawn to the content in 2 different phases. First, in social media sphere through documentarists sharing their individual videos and on a special Facebook application where videos could be mixed as mini-documentaries.
Secondly, 3 award-winning Directors edited the 1,100 videos into 3 final documentaries that premiered at a special film screening, as a public viewing, and live on the Internet.
Outcome
The documentarists recorded more than 1,100 videos and were viewed more than 230,000 times in the short duration of the project
The 3 final documentaries by the 3 Directors were seen online over 100,000 times.
In total, more than 1.2m people were exposed to the campaign adding the social media outreach and PR value making the The Amazing Everyday Documentary Project a strong platform for Nokia’s new comeback smartphone launch in the young urban demographic resulting in skyrocketing sales figures.