The Brief

Ask any teen or twenty-something which mobile phone they'd love to have that's innovative, exciting, fun and they'll shout..."iPhone", "Android" and somewhere down the list would be Nokia. Not great news for Nokia's business in Malaysia - with a growth rate of 2% vs iPhone's 90%. Nokia's youth brand preference, 2010, had sunk to 29%. We needed to revitalise the brand amongst Malaysian youth: rebuild brand imagery, drive WOM and give these kids a reason to (re)love their Nokia. And deliver this using any marketing mix we believed best.

Describe how the promotion developed from concept to implementation

Doing is more effective than telling. What could we get Malaysian youth to do with their Nokia? Kids love gaming. But, few knew they could play the world's most popular mobile game on their Nokia. What if... we held one continuous game of Angry Birds by passing a single Nokia handset around a crowdpacked stadium. What if... it was so huge it created a Guinness World Record. The 'Nokia World's Biggest Angry Birds Playground" event was born. We developed the strategy and managed the event using social media, ATL, editorial and guerilla street-performers with the specialist agency partners.

Describe the success of the promotion with both client and consumer including some quantifiable results

The client asked: - 5,000 people turn up on the day - 9,000 did. - 1,500 interact with a Nokia - over 5,000 did. - Youth brand imagery increase - 82% participants agreed "Nokia is now more innovative, exciting, fun." Plus: - RM1.7m press/TV coverage - Over 90,000 unique website visitors... and blogs, tweets, Facebook forums - Won The Guinness World Record holder for 'The Most People in a Mobile Phone Game Relay.' " It smashed expectations. Fun, engaging. Amazing results... putting us back on the youth radar." (Antony Wilson, Hd of Marketing Singapore, Malaysia & Brunei.)

Explain why the method of promotion was most relevant to the product or service

Malaysian youth: 1. Value happiness above all else, finding it in shared experiences 2. Are amongst the biggest online games players in the world 3. Thrive off friendly competition and fun 4. Are superproud of Malaysia and being Malaysian The idea of gathering them together to play a continuous game and win a World Record for Malaysia was perfect. The fact that doing so, meant putting a Nokia into their hands was even more perfect. The Day Event would be our pivotal hook. Allowing creation of pre-event superhype plus coverage of the record breaking day itself.