86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.

Category

Award

2009 Direct & Sales Promotion

BRUCE LEE POWER

The Flash Media Player is required to view this content.

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.