PUSH N900 by Hyper, Hyperbolic for Nokia

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market United Kingdom
Agency Hyper
Agency Hyperbolic
Art Director Hyperactive Studio
Released September 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: NOKIA
Product/Service: N900 MOBILE PHONE
Agency: HYPER
Date of First Appearance: Sep 13 2009 12:00AM
Entrant Company: HYPER, London, UNITED KINGDOM
Art Direction: Hyper (Hyper)
Copywriting: Hyper (Hyper)
Strategy: Hyper (Hyper)
Account Direction: Hyper (Hyper)
Production: Hyper (Hyper)
Media placement: Blog - Online - 13 Sept 09
Media placement: Event - London, Amsterdam - 13 Sept 09
Media placement: Social media coverage - Online - 13 Sept 09 Continuing Till Now

Results and Effectiveness
Without any media spend we reached 25m people, engaged hundreds of thousands and were discussed on every continent and in 12 languages. Over 2,800 hours of PUSH footage was watched on YouTube, PUSH was written about on over 2,300 blogs and tweeted over 5,000 times. London's famous V&A museum was so impressed that they featured the modds at their Digital Arts exhibition. The activity has been incredibly cost effective - the media value created has given an ROI of over 400% and pre-order demand for the N900 outstripped supply so much the launch had to be delayed by a month.

Creative Execution
Hacking & ‘modding’ - augmenting technology to create entirely new inventions - was identified as a growing trend amongst the tech & media communities. So we combined the creativity of hacking, with the openness of the N900 to develop 'PUSH N900' - asking hackers across the globe to submit ideas on how they would modify the N900, and giving the winning ideas funding. Opening submissions at a number of relevant events, our community managers then pushed the brief out to leading blogs and communities. We followed the build of the 5 winning ideas chosen by the judges. They ranged from an N900 that senses skateboard tricks to a kite that turns the N900 into a fully functional aerial camera. Each team was then followed by a film crew and their progress documented on a multitude of social media sites, culminating in a launch party with London’s press and blogger community.

Insights, Strategy & the Idea

Challenge Our challenge was to launch the new Nokia N900 device to a core audience of tech fans around the world. These are the sort of people that examine gadgets inside out, have very strong opinions on device launches and share them vociferously. Insight The N900 was the most open and powerful mobile computer ever made by Nokia - it could be programmed just like a PC. To fit with the brand and the audience we needed to find a way to bring that to life in the most human and conversational way possible - a way that fitted with 'Connecting People' and also understood the importance of peer reviews for this audience - the reviews online would make or break this mobile computer.