Nokia Promo, Case study AMAZING CALLS by Buzzman Paris

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AMAZING CALLS

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market France
Agency Buzzman Paris
Copywriter Louis Audard, Tristan Daltroff
Released November 2011

Credits & Description

Category: Technology and Manufacturing
Advertiser: NOKIA
Product/Service: NOKIA LUMIA 800
Agency: BUZZMAN
Chief Executive Officer/Creative Director: Georges Mohammed-Cherif (Buzzman)
Managing Director: Thomas Granger (Buzzman)
Marketing Director: Nicolas Liebmann (Nokia)
Account Director: Julien Levilain (Buzzman)
Account Manager: Olivier Lopez (Buzzman)
Copywriter: Louis Audard (Buzzman)
Copywriter: Tristan Daltroff (Buzzman)
Digital Producer: Laurent Marcus (Buzzman)
Digital Producer: Julie Bourges (Buzzman)
TV Producer/Art Buyer: Vanessa Barbel (Buzzman)
TV Producer/Art Buyer: Elodie Poupeau (Buzzman)
Community Manager: Nicolas Mirguet (Buzzman)
Community Manager: Julien Scaglione (Buzzman)
Tv Production: (Swiss Kiss)
Digital Production: (Les 84)
Media placement: Digital PR - www.lesinrockuptibles.com - 7 November 2011
Media placement: Digital PR - www.minutebuzz.com - 7 November 2011

Summary of the Campaign
For the launch of the Nokia Lumia 800, we created a website named theamazingcalls.fr. During a week, the phone rang once a day on the website but nobody knew precisely when.
The goal: be the first to pick up the Nokia Lumia 800 modelled on the website and discover the amazing rewards everyday. On the end of the line: exceptional gifts such as a private Metronomy concert, a VIP trip to see Manchester United with Darren Tulett or 5 minutes alone in France’s biggest department store.

To know the hour of the call, only 2 solutions: stay tuned all day on the site or keep an eye on social media to pick up the clues left by the brand and 25 influencers.

The Situation
Nokia was about to launch its new smartphone, the first one since the announcement of the Windows partnership. Expectations were high for both the consumers and the brand who expected 70,000 pre-orders from this campaign. So we needed to raise people's awareness in a positive way about the new products

The Goal
Make people stay as long as possible on the website and make them pre-order the phone.

The Strategy
We organised a dedicated blogger event where we exposed the campaign to key influencers and made them our accomplices for the campaign.

Everyday, we communicated them the time slot during which the phone call will happen, inviting them to share this information with their fan base, thus creating even more tension on social media, driving even more traffic to our website and creating a real movement on social networks.

Execution
www.the-amazing-calls.fr was launched with the Nokia Lumia 800 at its heart.

For a week, the phone rang everyday on the website but nobody knew precisely when.

The goal: be the first to pick up the Nokia Lumia 800 modelled on the website and discover the amazing rewards everyday.

On the end of line: exceptional gifts such as a private Metronomy concert, a VIP trip to see Manchester United or 5 minutes alone in France’s biggest department store (FNAC).

To know the hour of the call: stay tuned all day on the site or find the clues left by 25 influencers.

Documented Results
In 1 week, we attracted 510,000 visitors, who spent 3 minutes on average on the website and thus in contact with the brand and the product.

On social media, the campaign generated 2,000 tweets and reached 3.3m people in France and in the world.

But all in all, more than 70,000 pre-orders were made !