Category

Award

Direct & Sales Promotion 2009

BRUCE LEE POWER

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ClientNOKIA
ProductNOKIA N96 BRUCE LEE LIMITED EDITION
EntrantJWT BEIJING, CHINA
Type of EntryDirect: Use of Media
CategoryDirect Response Digital Media
TitleBRUCE LEE POWER
Product/ServiceNOKIA N96 BRUCE LEE LIMITED EDITION
Entrant Company:JWT BEIJING, CHINA
DM/Advertising Agency:JWT BEIJING, CHINA
Credits
Name Company Position
Polly Chu JWT Beijing Chief Creative Officer
Shankun Sun JWT Beijing Creative Director
Wei Huang JWT Beijing Copywriter
Dechun Qiu JWT Beijing Art Director
Lin Ma JWT Beijing Producer
Dan Ingall JWT Beijing Director In Charge
Patrick Yap JWT Beijing Senior Account Director
Jinjing Zhu Jqk Productions Director
Jade Tang Jqk Productions Producer
Yu Wang Jqk Productions Post Production

Describe the brief from the client:

Audience Primary: competitive tech & style leading segments who respect Nokia but didn't have a burning desire to own one. Secondary: current Nokia tech & style leading fans who can't get enough of Nokia and are looking to replace/upgrade. They are heavy users of internet and social media. Task: Drive the audience to the site where they could explore more and place an order. A mobile phone is a high involvement purchase in China, particularly when the asking price is 5x the audience's average monthly salary, hence the importance of getting people to the site.

Creative Execution:

Bruce Lee is an icon and amazingly talented - just what we wanted the Nokia N96 to stand for. The creative was simple - by bringing Bruce Lee back to life through never-seen-before viral (we shot it) we captured consumers' imaginations and inspired them.

Describe the creative solution to the brief/objective.

Our Direct Solution: - Our solution was unapologetically simple - generate enough excitement and desire through viral video on social networking sites to encourage consumers to visit the campaign site to find out more and place an order. It's purpose was not to make a stand alone 'product sell' like traditional TV advertising. Our targets were: 1,000,000 unique views, 1% click-through rate equal to 10,000 unique visitors.

Describe the results in as much detail as possible.

Results to date: 16+ million views globally exceeding target by 16x - 1.2+ million unique visitors to campaign site nokia-lee.com.cn v target of 10,000 - Click-through rate of 7.5% v target of 1% - 10,000s of comments, links, forwards, etc - All online stock was ordered in LESS THAN 5 DAYS - Estimated value in 'earned media' more than US$3 million (calculated by multiplying the cost of buying a 90sec spot by 16+ million unique views using the advertising rate cards of the main social sites it appeared on including YouTube and Youku.