Nokia Promo SUBURBAN MOVIE by Family Business

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SUBURBAN MOVIE

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Industry Mobile phones, devices & accessories
Media Promo & PR
Market Sweden
Agency Family Business
Creative Director John Lagerqvist
Art Director Fredrik Lindquist, Christian Styffe
Copywriter Tove Norström
Released September 2010

Credits & Description

Category: Durable Goods
Advertiser: NOKIA SWEDEN
Product/Service: MOBILE PHONE
Agency: FAMILY BUSINESS
Date of First Appearance: Sep 25 2010
Entrant Company: FAMILY BUSINESS, Stockholm, SWEDEN
Account Executive: Lars Andersson (Family Business)
Account Manager: Lisa Palmberg (Family Business)
Creative Director: John Lagerqvist (Family Business)
Creative Director/Copywriter: Mårten Knutsson (Family Business)
Art Director: Fredrik Lindquist (Family Business)
Art Director: Christian Styffe (Family Business)
Final Art: Andy Chong (Family Business)
Copywriter: Tove Norström (Family Business)
Markteting Manager: Jannike Forslund (Nokia Sweden)
Public Relations Agency: Stefan Hyttfors (Wenderfalck)
Event Agency: Pär Arvered (Knut Kommunikation)
Media placement: Event - Outdoor Location In Malmö - 25 September 2010

Describe the objective of the promotion.
Nokia N8. The world's smallest home movie theatre brings you the world's largest home movie theatre.

When launching the Nokia N8, the first cell phone with an HDMI port, which makes it possible to show films and play games in HD on a big screen, Nokia wanted to demonstrate this tiny little feature to as many people as possible.

Describe how the promotion developed from concept to implementation.
We made the world's largest cinema screen (51x28m), put it on the wall of a 60's concrete building in the worn down suburb of Rosengård, connected the phone to four of the world's largest projectors and invited Swedish top director Josef Fares to show his favourite film Price of Persia for the thousands of people in the surrounding houses and on the lawns. We called it "The world's smallest home movie theatre brings you the world's largest home movie theatre."

Explain why the method of promotion was most relevant to the product or service.
When launching the Nokia N8, the first cell phone with an HDMI port, which makes it possible to show films and play games in HD on a big screen, Nokia wanted to demonstrate this tiny little feature to as many people as possible. We wanted to demonstrate how we really put the feature to the ultimate test.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Thousands of spectators were thrilled (Police were not able to do a headcount). Local media in Southern Sweden wrote pages about it and all local TV stations were there. Global spread was not the goal but YouTube views are well over 100,000. The nearby cities is where the most N8s have been sold in Sweden to this date.