Nokia Promo, Case study FACEBAG by J. Walter Thompson Bangkok

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market Thailand
Agency J. Walter Thompson Bangkok
Creative Director Hans Mueller
Released October 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: NOKIA (THAILAND)
Product/Service: NOKIA N8
Date of First Appearance: Oct 1 2010
Creative Director: Hans Mueller (JWT Bangkok)
Business Director: Karl Nithas Kongkham (JWT Bangkok)
Senior Graphic Designer: Daranee Puprasong (JWT Bangkok)
Graphic Designer: Smittada Hongsakul (JWT Bangkok)
Media placement: Premium item - Nokia retail shops in Thailand - October 1, 2010

Insights, Strategy & the Idea
Develop a premium item to reward the first 1000 people who register for pre-sales of the Nokia N8.
The item needs to appeal to fashion-conscious, socially connected Thai youth, and should link to the N8's functionality.

Normally Nokia gives away already available merchandise, such as Bluetooth headsets that are taking up storage space. But these items aren't youthful or appealing to the new generation of smartphone users. We wanted to create something that would appeal to this new generation, inject a bit of fun and fashion to the Nokia brand, which is seen as quite old and boring by the social networking generation.

Creative Execution
We wanted to find a fun way to show off the Nokia N8's superior imaging capabilities, and do so in a way relevant to a group who spends much of their time connecting online. In 2010, Facebook really took off in Thailand, with photo sharing becoming an everyday activity. The N8 both takes superb photos with its 12 megapixel camera, and allows people to update their social networks immediately. We designed the "facebag" so people could share their images with real world friends, and update these images whenever they like.

Results and Effectiveness
Nokia achieved their pre-sales target within 1 week. Consumers continue to inquire about the facebag, and Nokia is considering producing additional units for use in an upcoming product launch.