Cannes Lions

NEW AMERICAN NOISE

NOKIA MUSIC, London / NOKIA / 2013

Case Film
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Overview

Entries

Credits

Overview

Description

Nokia Music was entirely new to the US market before it launched in September 2012 and so there had been no consumer facing content before then.

Nokia Music is a free streaming music service, available on all Nokia Lumia phones. In many ways, the service acts as a portal for music discovery and Nokia Music was seeking to position itself as a pioneer in mobile music delivery. The partnership with Sundance was born out of a requirement to tell the story of music discovery in the US. How could Nokia Music, a brand previously unknown to the majority of US audiences, become a brand trusted and admired by the target demographic (18-30 year olds) as a credible source in music? And so Nokia Music set out to create content that told a story that would engage audiences in an authentic way.

Execution

Nokia went out to specific media outlets with the films based on the genre of music they covered and the films we knew their audience would respond to.

We premiered 90 teaser clips on various music and lifestyle blogs that encouraged consumers to visit the New American Noise website and the Sundance Channel special.’

Media outreach included mainstream publications like USA Today and Huffington Post as well as lifestyle blogs like Nowness and VICE. Summary of campaign reach in numbers attached.

Outcome

Nokia Music was able to garner 17,564,358 press impressions across key outlets.

The US now has the highest activation rate of Nokia Music, globally.

The New American Noise series inspired a global film competition in partnership with Talent House and Nokia, thousands of submissions were received with film makers telling the unique story of music in their city. Winners from Australia and Glasgow were selected and premiered their shorts at Sundance Festival UK. Additionally, the films will be distributed by Virgin produced across US flights.

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