The Brief

The brief was to highlight the 41 Megapixel Camera of the Lumia 1020 along with the advanced Zoom feature that it boasted of. Nokia wanted to target the right set of consumers and give them a hands on demonstrations of the Nokia Lumia 1020, while making the campaign go viral across various platforms. The objective was to get the maximum number of experiences across the country, with our primary goal being set at 25,000 consumers, so as to create the right level of buzz around the smart phone.

Describe how the promotion developed from concept to implementation

A compelling crime story with a keen eyed detective as the protagonist is always intriguing. The idea was to solve “Crime Scenes” by turning our audience into detectives with the help of the Nokia Lumia 1020 and its incredible zoom feature. The Crime Scenes were designed in various sizes as per the different touch points, with the idea being to make them experience the beauty of the camera in an indoor environment, as opposed to it's USP of outdoor shooting, all this while giving them a chance to win a Nokia Lumia 1020, encased in a locked safe.

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

The concept was executed through 124 activity days at malls, retails stores, consumer events and premium clubs in six cities (Delhi, Bombay, Bangalore, Chennai, Hyderabad and Kolkata), where we reached out to 500,000+ consumers. It was well received across the country, with audience responses exceeding our primary goal, resulting in 42,558 look and feel experiences of the phone, thus further strengthening our belief in the campaign Through the campaign, we gave the audience an opportunity to experience the various features and specifications of the phone, thus resulting in a high rate of satisfaction for both the consumer and the client.

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

Consumers were given a demo of the phone's camera and its use. Understanding this, they stepped inside the crime scene and started taking pictures. By zooming into these pictures, they could spot clues invisible to the naked eye. These clues were riddles that had to be solved to reveal the next clue. The concept was highly engaging, which was resonated by our consumers spending an average twelve minutes solving the mystery along with a constant queue of waiting consumers. Using the phone camera to spot clues was the perfect tool to highlight the Nokia Lumia 1020's capture capability.