|Title||BRUCE LEE POWER|
|Product / Service||NOKIA N96 BRUCE LEE LIMITED EDITION|
|Category||A04. Direct Response Digital Media|
|Entrant||JWT BEIJING, CHINA|
|Entrant Company:||JWT BEIJING, CHINA|
|DM/Advertising Agency:||JWT BEIJING, CHINA|
|Polly Chu||JWT Beijing||Chief Creative Officer|
|Shankun Sun||JWT Beijing||Creative Director|
|Wei Huang||JWT Beijing||Copywriter|
|Dechun Qiu||JWT Beijing||Art Director|
|Lin Ma||JWT Beijing||Producer|
|Dan Ingall||JWT Beijing||Director In Charge|
|Patrick Yap||JWT Beijing||Senior Account Director|
|Jinjing Zhu||Jqk Productions||Director|
|Jade Tang||Jqk Productions||Producer|
|Yu Wang||Jqk Productions||Post Production|
Audience Primary: competitive tech & style leading segments who respect Nokia but didn't have a burning desire to own one. Secondary: current Nokia tech & style leading fans who can't get enough of Nokia and are looking to replace/upgrade. They are heavy users of internet and social media. Task: Drive the audience to the site where they could explore more and place an order. A mobile phone is a high involvement purchase in China, particularly when the asking price is 5x the audience's average monthly salary, hence the importance of getting people to the site.
Bruce Lee is an icon and amazingly talented - just what we wanted the Nokia N96 to stand for. The creative was simple - by bringing Bruce Lee back to life through never-seen-before viral (we shot it) we captured consumers' imaginations and inspired them.
Our Direct Solution: - Our solution was unapologetically simple - generate enough excitement and desire through viral video on social networking sites to encourage consumers to visit the campaign site to find out more and place an order. It's purpose was not to make a stand alone 'product sell' like traditional TV advertising. Our targets were: 1,000,000 unique views, 1% click-through rate equal to 10,000 unique visitors.
Results to date: 16+ million views globally exceeding target by 16x - 1.2+ million unique visitors to campaign site nokia-lee.com.cn v target of 10,000 - Click-through rate of 7.5% v target of 1% - 10,000s of comments, links, forwards, etc - All online stock was ordered in LESS THAN 5 DAYS - Estimated value in 'earned media' more than US$3 million (calculated by multiplying the cost of buying a 90sec spot by 16+ million unique views using the advertising rate cards of the main social sites it appeared on including YouTube and Youku.