BRUCE LEE GAME OF DEATH

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TitleBRUCE LEE GAME OF DEATH
ClientNOKIA
Product / ServiceNOKIA N96 BRUCE LEE LIMITED EDITION
CategoryD02. New Product Launch/Re-launch
EntrantJWT BEIJING, CHINA
Entrant Company:JWT BEIJING, CHINA
DM/Advertising Agency:JWT BEIJING, CHINA

Credits

The Brief

1. Create buzz around the launch of the Nokia N96 by launching a promotional limited edition. 2. Create a burning desire for the N96 Bruce Lee Limited Edition beyond rational reasoning to part with a price equivalent of 5 month's salary in China. The Nokia N96 Bruce Lee Limited Edition came complete with a laser-engraved back cover featuring Bruce Lee's face, an ENTERBAY Bruce Lee Game of Death collectable figurine, nunchaku dongle, limited edition poster, and special embedded content (ringtone, images, etc).

Creative Execution

Our Chinese tech and style leading audience lives most of their life online and are heavy users of social networking sites. Being leaders, they reject mass preferring instead to be the first to discover and the social kudos that brings. Viral, an internet 'dialect', was the perfect way to reach them in their language and excite them enough to get them to the campaign site where they could explore more and place an order. Retail theatre was used to capture imaginations in-store.

Describe the creative solution to the brief/objective.

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 / 10,000 unique visitors.

Results

What started as a China-only promotion spread the globe like wildfire. It's a breakthrough at Nokia and sits proudly atop Nokia's marketing activation excellence hall of fame. Results: - 16+ million views globally exceeding target by 16x - 1.2+ million unique visitors to campaign site v target of 10,000 - Click-through rate of 7.5% v target 1% - 10,000s of comments, links, forwards... - All online stock ordered in LESS THAN 5 DAYS - Estimated value in 'earned media' more than US$3 million (multiplying cost of buying a 90sec spot by views using ad rates of sites YouTube, Youku, etc.

Credits

Name Company Position
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