2011 Bronze Best online display advertising

Client Nokia UK

What is wonderful about this work? We created awareness and desire for the new Nokia N8 during pre-launch, showing a film director using his shoot camera to answer a call, featuring the N8’s HD video and 12 megapixel camera. Over one day we saw 5.1% interaction (2.2 times the industry average), a 65% increase in visits to the N8 product page and an ROI of 92%.

What details of the strategy make this a winning entry? Our target audience for the N8 launch were active and enthusiastic about mobile technology. We knew they actively used their mobiles for entertainment, are twice as likely to use the video camera and picture messaging, and four times as likely to download video and music as the next segment. This campaign had a positioning that focused on the HD video camera, with the proposition ‘Hollywood in your pocket’. We used disruptive digital takeovers to get the audience’s attention and created a demo: instead of promoting a phone with a camera, we promoted an HD video camera that also happens to be a phone.

How did creativity bring the strategy to life? This was a clever use of a behind-the-scenes view from the TV commercial that would be running concurrently. It demonstrated the product’s capabilities and provided campaign synergy. The viewer sees a kiss scene of a video playing in high resolution on the N8 screen, which slowly expands out to reveal a film set and the N8 set on the film dolly. It continues to pull back to reveal the director, then suddenly the LCD alters to signify an incoming call. Using a classic trompe l’oeil, the director seemingly removes the phone from the rig to answer, before handing it to the viewer. The trompe l’oeil was a filmic joke that those who love the medium of film would understand, while driving home the dual benefits of the device.

Results This was a clever use of a behind-the-scenes view from the TV commercial that would be running concurrently. It demonstrated the product’s capabilities and provided campaign synergy. The viewer sees a kiss scene of a video playing in high resolution on the N8 screen, which slowly expands out to reveal a film set and the N8 set on the film dolly. It continues to pull back to reveal the director, then suddenly the LCD alters to signify an incoming call. Using a classic trompe l’oeil, the director seemingly removes the phone from the rig to answer, before handing it to the viewer. The trompe l’oeil was a filmic joke that those who love the medium of film would understand, while driving home the dual benefits of the device.

Team David Harris, Neil Barrie, Kelvin Tillinghast, Nathan Flowers, Helga Sasdi.

Other contributors Delinquent Production Company – Video production.