| Title | THE TINIEST WEAPONS FOR THE TINIEST GAME |
| Brand | NOKIA |
| Product / Service | NOKIA LUMIA SERIES |
| Category | A06. Mobile Games |
| Entrant | JWT BEIJING, CHINA |
| Entrant Company | JWT BEIJING, CHINA |
| Advertising Agency | JWT BEIJING, CHINA |
| Name | Company | Position |
|---|---|---|
| Polly Chu | JWT Beijing | Chief Creative Officer |
| Devin Zhao | JWT Beijing | Creative Director |
| Theresa Ong | JWT Beijing | Creative Director |
| He Gang | JWT Beijing | Design Group Head |
| Selwyn Low | JWT Beijing | Creative Group Head |
| Xiao Meng Li | JWT Beijing | Senior Copywriter |
| Zhou Liang | JWT Beijing | Art Director |
| Wenbin Ni | JWT Beijing | Art Director |
| Christine Klemmt | JWT Beijing | Art Director |
| Dechun Qiu | JWT Beijing | Creative Director |
| Alice Too | JWT Beijing | Client Service Director |
| Tina Shen | JWT Beijing | Senior Account Director |
| Mia Zhang | JWT Beijing | Account Manager |
| Cao Yingying | JWT Beijing | Senior Traffic |
| Shi Jing | JWT Beijing | Csu Group Head |
| Cuijiao Dong | JWT Beijing | Assistant Producer |
| Huang Wei | Director | |
| Xiexun Zhang | Raff HK | Techical Team |
| Guoqiang Zhang | Raff HK | Techical Team |
We created a mobile game for iPhones and Nokia. Aptly called “ The World’s Tiniest Game”, the gameboard gets smaller every time you move up the ranks. iPhone users got frustrated when the board became so tiny that it couldn’t detect the finger tap. Yet Nokia users were entertaining themselves with anything they could get their hands on. A paper clip, scissors, or even a pin. iPhone users ranted on social media. Nokia fans taunted them. We evolved the game into a new medium that started a war of words over which smartphone was superior.
The clash between fans of both smartphones helped get the word out about Nokia’s unique feature. Most importantly, everyone who experienced the game came to realise Nokia’s strengths. We achieved over 80,000 downloads and 82,766 social mentions. All with a media budget of zero. Quite a huge statement we made with one tiny game.
Business objective: To drive consideration and purchase intention of Nokia Lumia Marketing objective: To make marketing activities work hard by maximizing viral-ability Communications objective: To wow people that there are actually things that only Windows Phone can do. To make iphone looks stupid. Strategic linkage and insight: Windows phone comes with many unique features. But people never care enough to find out these nice details. One example- Windows Phone sensitive touch screen could react to anything (while iPhones only react to your fingers).We want people to experience and find out for themselves someting uniquely a windows phone, in a fun way. Idea: Create an impossible game that iphone players can't play.