Cannes Lions

NOKIA 6120 MOBILE PHONE

EURO RSCG KLP, London / NOKIA / 2008

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Overview

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Credits

Overview

Description

Nokia launch over 100 phones a year each with its own unique properties and positioning. This means that the Nokia sales team have multiple phones to push at the same time, all with varying messages.Nokia required a launch pack for the Nokia 6120 that did not rely on the sales teams to gain traction with operators and press. This pack needed to hold the handset and communicate the key features of the phone in a quick and engaging way.

Execution

The outer packing was designed to intrigue the receiver to open it up to find out more; inside the cinematic reveal theme continued to hint at the phone inside the pack (with the use of a die-cut window).We also created a short film that was preloaded onto the handset. This product film delivered the USPs in a fun and simple manner for the less technology involved journalist.In addition to the film there was a detailed product spec sheet designed in the form of an actor’s CV, including Polaroid ‘profile shots’ that showcased the handset design and colour variations.

Outcome

Over 300 packs were distributed to European journalists and key operator personal.The Nokia 6120 launch pack was used for press and gained multiple column inches in a variety of publications (from style to technology).The handset also gained listings as part of the Nokia core product range within all key operators across Europe.

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