Nokia DM HACKERBOX by Wieden + Kennedy London

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Industry Mobile phones, devices & accessories
Media Direct marketing
Market United Kingdom
Agency Wieden + Kennedy London
Creative Director Ben Walker, David Bruno
Creative Harri Lepalla, Petra Muda
Producer Dominic Tunon
Released December 2009

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: NOKIA
Product/Service: NOKIA N900
Date of First Appearance: Dec 17 2009 12:00AM
Creative Director: Ben Walker (Wieden + Kennedy)
Creative Director: David Bruno (Wieden + Kennedy)
Creative: Harri Lepalla (Wieden + Kennedy)
Creative: Petra Muda (Wieden + Kennedy)
ATOM Coder: Shawn Bonkowski (Wieden + Kennedy)
Producer: Dominic Tunon (Wieden + Kennedy)
Creative Technologist: Clemens Brandt (Wieden + Kennedy)
Planner: Alex Franklin (Wieden + Kennedy)
Media placement: Direct Mail [10 Recipients] - No Bought Media - 17/12/2009

Describe the brief/objective of the direct campaign.
Launch Nokia N900 to non-Nokia advocate Tech Influencers, by encouraging them to evangelise about the device and the new open source Maemo operating system. Excite them into creating and seeding written and video content within tech communities, which will then spill over into mainstream tech blogs. This would create a new dialogue around Nokia amongst sceptical audiences currently enamoured with Apple and Android.

Explain why the creative execution was relevant to the product or service.
The N900 is one of Nokia’s most technically advanced devices: a mobile computer. The open-source Maemo OS allows creative computing to build on and create unique apps. Any solution needed to reflect the significance of these features and signal that Nokia was back in the game with premium solutions. This brief started as traditional ATL but audience research told us impactful PR would be more effective. The Hackerbox built on existing tech behaviour and exploited the competitive and bragging characteristics of the audience. It was totally unexpected in terms of design and choice of recipients forcing the required brand reappraisal.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Build on the tech craze for unboxing videos by creating an indestructible box to be hacked into using open-source code. When connected to a computer the Nokia mission ‘connecting people’ unlocks the box to a burst of smoke. Recipients then find an N900 and bespoke gifts that reflect their passions. Profiling work was carried out and ten of the most influential hackers and technologists were chosen as recipients. Desired results included Hackerbox blog entries, unboxing videos and Tweets, to be picked up by a wider tech audience. Long term we wanted some to become N900 advocates and develop for Maemo.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Tweets started upon immediate receipt of packages and code cracked by first recipient within hours and unboxing videos subsequently created. Recipient blogging subsequently picked up on front page of Engadget, the most influential tech bog globally (7.4m unique users), and called ‘the best unboxing ever’. Also featured on Slashgear, Gizmodo and Techcrunch. Tweets posted to 31,000 followers. YouTube Hackerbox video has 288,000 views and rising. Blogging on Maemo still continues with daily device usage. No media was bought and PR value far outstripped low production costs. Most significant for Nokia was the breadth and positive nature of the tech PR.