AROUND THE WORLD ON 1 BATTERY by Lemon Sky J. Walter Thompson Warsaw for Nokia

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AROUND THE WORLD ON 1 BATTERY

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Industry Cell phones, Smartphones & Accessories
Media Print, Magazine & Newspaper
Market Poland
Agency Lemon Sky J. Walter Thompson Warsaw
Creative Director Mariusz Pitura
Art Director Michal Sek
Copywriter Radoslaw Dudzic
Released February 2012

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: NOKIA
Product/Service: NOKIA E6
Agency: JWT WARSAW
Creative Director: Mariusz Pitura (JWT Warsaw)
Copywriter: Radoslaw Dudzic (JWT Warsaw)
Art Director: Michal Sek (JWT Warsaw)
Account Manager: Piotr Wildner (JWT Warsaw)
Account Executive: Magdalena Mackiewicz (JWT Warsaw)
Account Director: Magdalena Klimaszewska (JWT Warsaw)
As Phileas Fogg: Pawel Hammer (Flower Travel)
Logistic Partner: (Flower Travel)
Sound: (Studio Spot)
Montage: (Lunapark)
Media placement: Internet - Facebook, Youtube, Twitter, Foursquare - 20.02.2012

Describe the objective of the promotion.
Global sales of smartphones are still rising. We use them because they let us live our social life 24/7. The only limitation is the battery life. Our goal was to prove that new smartphone Nokia E6 has a battery you can relay on.

Describe how the promotion developed from concept to implementation.
We decided to face the challenge presented in 'Around the world in 80 days' book by Jules Verne but instead of 80 days we had one battery and no charger.

We got the patronage of The Polish Jules Verne Society in order to organise our campaign. Thanks to that on Monday, February 20th, 2012 a Jules Verne fan started his adventure. He followed Phileas Fogg's journey on its 140th anniversary.

He used the Nokia E6 smartphone to document the travel. He shared it live with a worldwide audience via social media in order to show people how the world has changed through the last 140 years.

Explain why the method of promotion was most relevant to the product or service.
During his travel, the Jules Verne fan used the Nokia E6 smartphone in extreme environments.

- airplane starts - 14
- airplane landings - 14
- time zones - 24
- International Date Line - 1
- additional day of life - 1
- temperature difference - 40 C
- humidity difference - 81%
- the record for Phileas Fogg route - 1
- 97 posts
- 74 photos
- 16 movies
- 13 check-ins

It took only 7 days to prove that ‘the battery life’ is not a problem for a NOKIA device..

Describe the success of the promotion with both client and consumer including some quantifiable results.
8 days, 40,000 km, 12 cities, 4 continents.
Live coverage in social media: Facebook, YouTube and FourSquare.
Over 10m impressions associated with the project.
News about the expedition on Polish National Television and radio.