Category

Award

N8 LAUNCH

Short List
ClientNOKIA CHINA
ProductMOBILE PHONE
EntrantWUNDERMAN Beijing, CHINA
Type of EntryTechnique
CategoryBest Use of Social Media
TitleN8 LAUNCH
Product/ServiceMOBILE PHONE
Entrant Company:WUNDERMAN Beijing, CHINA
PR/Advertising Agency:WUNDERMAN Beijing, CHINA
Credits
Name Company Position
Jerbin Yuan Wunderman (Beijing) Creative Director
Danny Lee Wunderman (Beijing) Business Director
Xun Wu Wunderman (Beijing) Associate Account Director
Ada Chen Wunderman (Beijing) Account Manager
Alex Yu Wunderman (Beijing) Flash Animator
Dai Ping Wunderman (Beijing) Project Manager
Hang Li Wunderman (Beijing) Account Executive
Mingjiang Lu Wunderman (Beijing) Senior Art Director
Xiaowei Ma Wunderman (Beijing) Senior Designer

Describe the campaign/entry:

The ordinary PR launch event is what we witness regularly, create an alternative one and make it even more memorable for a revolutionary product is challenging. Early adopters want to be the first to know, create and share, we decided to make them become our troops to spread the words. In August 2010 Nokia China has presented the 1st social media launch campaign by leveraging the No.1 penetrated social media platform and created an 8 hours non-stop online press conference with real time dialogue and interviews. It reached 32mil visitors and relevant contents were shared 3.9mil times within 8 hours.

Describe the brief from the client:

In Aug 2010, Nokia is going to launch a legend. A legendary solution lead by a legendary handset –N8. China as the primary market for Nokia, we need to develop an ultimate solution to reinforce Nokia as an exciting and innovation brand with relevant solution.

Results:

In 8 hours online press conference, campaign reach 32million and 2.6 million UV. And gained 5.1 million participant and 50 million social media influences within 8 days Content were shared 3.9 million times in one day to different social media which worth US $1.7 million on average Nokia campaign CPE Nokia brand buzz volume increased 13%, mention in forum and blog increased 640% and search volume Index is 5 times more Acquired 601,886 new fans in fanpage on china’s facebook in just 8 days Record high pre-order, 1,744 units sold in 1 days 5 times more than previous flagship product

Execution:

We created the 1st social media launch campaign in Nokia history by using Sina microblog (China’s Twitter), one of the most popular social media sites in China as our catalyst, everyone could be a reporter by using our platform. They could interview and dialogue with celebrity during our 8hours long online press conference. It made millions of people connecting together to tell the story about us in one day.

The Situation:

Nokia have lost their territory since they don’t have major product update for more than a year in smart phone category. Nokia have market share erosion with competitors challenging their leadership in mobile technology. How could we make user anticipate in Nokia’s first renew symbian^3 flagship product and regain “thought leadership” and advocacy at the highest end of mobile innovation, amongst the highest end influences.

The Strategy:

Early adopters want to be the first to know, create and share. They are well-informed and socially engaged. They use digital media to boost their social currency & kudos. Therefore, we want to make them become our troops for our product launch