Nokia Print NOKIA COPTERCAM by Colenso BBDO Auckland

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NOKIA COPTERCAM

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Industry Mobile phones, devices & accessories
Media Print, Magazine & Newspaper
Market New Zealand
Agency Colenso BBDO Auckland
Creative Director Matt Hampton
Art Director Tamryn Kerr
Copywriter Rachael Walker
Released February 2012

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: NOKIA NEW ZEALAND
Product/Service: NOKIA LUMIA SERIES
Agency: COLENSO BBDO
Creative Chairman: Nick Worthington (Colenso BBDO)
Creative Director: Matt Hampton (Colenso BBDO)
Art Director: Tamryn Kerr (Colenso BBDO)
Copywriter: Rachael Walker (Colenso BBDO)
Account Director: Helen Fitzsimons (Colenso BBDO)
Account Manager: James Cummins (Colenso BBDO)
Account Executive: Matt Frost (Colenso BBDO)
Agency Producer: Paul Courtney (Colenso BBDO)
Director/Editor: Jae Morrison (Colenso BBDO)
Audio Engineer: James Hayday (Images and Sound)
Pilot/Cinematographer: Pete Kirby
Pilot/Cinematographer: Michael Stephen
Online Editor (Vis. Effects): Andrew Timms (Mandy VFX)
Online Editor (Vis. Effects): Matt Ellin (Mandy VFX)
Media placement: Digital - Website - Youtube - 27 February 2012

Describe the objective of the promotion.
New Zealand’s four million people own over 4.5 million phones and over one million of these are smartphones. However, Nokia is not desired like its Android and Apple competitors.

The main objective of this promotion was to create some buzz and talkability in the lead up to launch of the new Nokia Lumia 800.

With a very limited budget, we needed to get into the consideration set of our target - a younger, highly social audience.

The idea also needed to promote the Nokia Lumia’s durability and impressive camera.

Describe how the promotion developed from concept to implementation.
Our strategy was to harness the power of the All Blacks and get people talking in social media.

Our idea was to stage an attempt to spy on an All Blacks’ training session using the phone strapped to a remote-controlled quadcopter.

We seeded news of the spying via the New Zealand Rugby Union and the All Blacks Facebook/Twitter feeds. Then we posted an update containing the ‘coptercam’ film. The All Blacks confirmed the incident on their Twitter/Facebook pages. Now everyone knew about the phone that was tough enough to survive a hit from an All Black.

Explain why the method of promotion was most relevant to the product or service.
We wanted to target consumers in their mid-twenties to early thirties who are out and about and want to be in touch with their friends, especially on Facebook/Twitter.

The Nokia Lumia 800 enables this – with Live Tiles that provide instant social media updates.

Using social media, we got to the right people with a relevant product. By gaining access to the All Black’s social media channels, we had a vast reach across actively-engaged social media users to spread our story.

By grabbing people's attention with a scandal around the All Blacks, we managed to integrate a product demonstration.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In a population of 4 million, we reached 1.7 million people. Our target audience now knew about the new phone.

In terms of spend per eyeball, we’re at NZ$0.04 per view.

The story was picked up by all of New Zealand’s major TV and radio stations generating over $30,000 worth of earned media. Our viewership spanned the world – from New Zealand to Japan, the US, UK, Australia, India and beyond.

To date we have had over 547,000 views on YouTube.

And, most importantly, this became Nokia New Zealand’s “best performing smartphone launch ever”.