Nokia Promo, Case study NOKIA N8 SHORT FILM by TBWA\ Buenos Aires

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market Argentina
Agency TBWA\ Buenos Aires
Released November 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: TELECOM
Product/Service: SMARTPHONE
Date of First Appearance: Nov 8 2010
Entrant Company: TBWA\BUENOS AIRES, Buenos Aires, ARGENTINA
Entry URL:
Chief Creative Director: Juan Cruz Bazterrica (TBWA)
Chief Creative Director: Guillermo Castañeda (TBWA)
Interactive Director: Marcelo Santarceri (TBWA)
Operative Interactive Director: Mariana Bisso (TBWA)
Community Manager: Facundo Arena (TBWA)
Account Director: Nadia Faour Lucchese (TBWA)
Agency Producer: Gonzalo Calzada (TBWA)
Agency Producer: Charly Aguero (TBWA)
Production Company: Oruga (Oruga)
Directors: Javier Nir - Pablo Fischerman (Oruga)
Media placement: Social Networks - Twitter - November 8th, 2010

Insights, Strategy & the Idea
Insights, strategy and idea:
There was a dual purpose. On one hand, to introduce the new Nokia N8, communicating all the unique advantages PERSONAL has to offer. The main feature of this smart phone is its HD camera, while having it with PERSONAL ensures a better use of social networks (very important on the Personal positioning).
The target audience was the people interested in technological innovations and social networks, both customers and competition’s customers.
Insight and idea: People in Twitter like to show themselves, their ideas. So, we invited people to write collaboratively, through Twitter, a script for a short film that eventually would be filmed with the HD camera of a Nokia N8.
Relevance: All mobile companies offer the Nokia N8 with HD camera, but the benefits for social networking are much more relevant for Personal customers than for the others.

Creative Execution
Creative execution:
From the Personal account on Twitter and also from the accounts of certain celebrities related to the brand, we announced the beginning of a script and invited people to suggest continuity. Every day Twitterers responded with their proposals and each day was chosen one of those Tweets and communicated, so that the next day Twitterers knew from where to continue.
Tweeter was the main channel, even though we also used Facebook and the blog of PERSONAL. There was also much earned media, as the impact of this action was very large in the press.

Results and Effectiveness
Results and effectiveness:
The number of followers in Tweeter of @PersonalAr increased 1000% (10 times) in the 8-day action, thus reinforcing the positioning of social networking expert for our client. Every day there were between 1000 and 2000 tweets with proposals of script continuity. #CortoPersonalN8 was one of five trending topics in Argentina the 8 days of action. The cost per response was almost nil, since the action was reported and amplified exclusively through Twitter. Personal sold more Nokia N8 phones than any other company in Argentina (being the mobile company #3 in the market).