The Brief

To familiarize the public with the Nokia N8’s HD capability, the best in the smartphone category. More than just informing them about it, we want the public to get engaged with what the Nokia N8 could do.

Describe how the promotion developed from concept to implementation

Insight: People use photos and videos to capture their memories. And you can capture these memories clearly with the Nokia N8’s HD capability. Execution: We developed a character – Pier Roxas – a man who couldn’t remember the previous 8 days, and intrigued the public with his story. The public got heavily involved, piecing the story together and capturing it in HD with the Nokia N8.

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

The character triggered the imaginations of millions and word spread like wildfire. The buzz translated to more exposure for the phone. 2,000 units were sold upon launch. Units allocated for 3 months were sold out in 10 days. The brand gained 48.4 share points during promo duration. It outsold the iPhone and became the best-selling smartphone during the promo period.

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

As a technology leader, Nokia didn’t want the usual TV commercial to launch the product. This viral film-led campaign hit the social networks and tech-savvy fans right on the spot while crossing over to the mainstream audience that have yet to try a smartphone. The best feature of the product, its HD capability, was integral to close the case. The public were invited to come up with their own versions of Pier’s story. Among the entries, 8 were selected and captured in HD with the Nokia N8. The clearest entry was declared the winner.