Nokia martial arts initiative gets people talking

Challenge: Nokia's digital marketing team wanted to do something different to support the launch of the N96 mobile computer, the latest addition to Nokia's N Series.

Nokia N96 initiative
Nokia N96 initiative

Client: Nokia
Agency: 1000heads
Lead planner: Mike Davidson

Nokia joined forces with global word-of-mouth specialists 1000heads to create a conversational experience for the earliest trial bloggers and community members. The aim was to encourage exploration of the device's features in a collaborative and immersive manner.

Strategy
The campaign had a martial arts theme, and 1000heads developed a six-week narrative supporting the theme. The agency engaged key voices across 10 countries, and each voice was delivered a black martial arts outfit and a Nokia N96 to initiate the challenge. In the following weeks, the agency sent out a series of handwritten ancient parchments detailing specific challenges and exploring the different features of the Nokia N96. The campaign encouraged further participation by offering each voice the chance to win more phones on successful completion of all challenges.

Activity
Over the six-week duration of the campaign, the experience connected participants in a unique way. The aim was to create a series not of "how tos" but "what ifs?" and the martial arts narrative helped to inspire unconventional, imaginative content. Challenges for participants included geotagging and live streaming using the N96 and other Nokia services, all taking place out and about in their neighbourhoods. The frequency of the challenges gave the conversation a greater longevity, rarely achieved from simple seeding initiatives.

Results
1000heads word-of-mouth tracking tools followed conversation across social media sites, analysing sentiment, reach and participation levels. The results demonstrated enhanced visibility for the product and other Nokia services. The tracking tools showed that 384 narrative-inspired conversations took place across 117 different social media venues. And all this was achieved with no media spend - it was a purely socially driven initiative.

Mike Davidson, strategic director, 1000heads

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