Nokia Promo, Case study NOKIA LUMIA TOWER by CE+CO, J. Walter Thompson Frankfurt

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NOKIA LUMIA TOWER

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market Germany
Agency CE+CO
Chief Creative Officer Till Hohmann
Senior Art Director Lars Huerter
Agency J. Walter Thompson Frankfurt
Chief Creative Officer Till Hohmann
Senior Art Director Lars Huerter
Released January 2013

Credits & Description

Advertiser: NOKIA
Agency: JWT GERMANY, CE+CO
Category: Best Use of Special Events and Stunt/Live Advertising
Advertising campaign: NOKIA LUMIA TOWER
Account Manager: Andrea Sievert (JWT Düsseldorf)
Senior Copywriter: Joerg Bredendieck (JWT Düsseldorf)
Senior Art Director: Lars Huerter (JWT Düsseldorf)
Business Director: Michael Vaupel (JWT Düsseldorf)
Managing Director: Cedric Ebener (Ce+Co.)
Chief Creative Officer: Till Hohmann (JWT Group Germany)

Effectiveness
Germany´s biggest rock festival was visited by 86.000 people and during three days they all passed the Nokia Lumia Tower.5.127 rock fans rode the tower. 17% of them shared their image directly from the tower via a Lumia smartphone on their own Facebook wall, reaching thousands of their friends.The Facebook app with the gallery of the riders has been viewed around 53.000 times, generating 5.740 new likes for Nokia on Facebook.Impressions on Facebook were rising, too. From 120k to an impressive 261k all because riders shared their pictures and their friends were looking at them.

Strategy
The idea of the campaign was to attract new customers and showcase a smartphone feature in a different and exciting way. The people should experience the positioning 'The fast way to your friends' hence the ability to shoot and share pictures in no time with your friends, which is of the Nokiasmartphone range. Consumers can see that the marketing claim is not just a statement, but the truth.But searching for the right media outlet, it turned out that it didn´t exist so we created our own media channel the world´s highest movable freefall tower. The idea was tobring a marketing claim to life. In doing so, the target audience was convinced of the new NokiaLumia smartphone because the phone proved its abilities not in a steril environment, but in areal life situation, taking it to an extreme.

Execution
Since the smartphone promised 'The fast way to your friends', offline action was combined withonline posting at Germany´s biggest rock festival, 'Rock am Ring'. Where roundabout 86.000fans come together to celebrate bands from all over the world, Nokia showed that thesmartphone features shoot pictures and share them instantly with friends also works underthe toughest circumstances with the help of the world's highest movable freefall tower.To prepare this rather big test-rig, an app was programmed to shoot a picture with the Nokiasmartphone when the G-force is big enough. In addition a special holder to attach thesmartphone to the seats of the freefall tower was built, strong enough to fly to the moon.