We seeded the campaign idea ‘my phone knows everything about me’ and discretely introduced the characters through Facebook, youtube and PR (on and offline) prior to launch, to establish word of mouth amongst an active and influential cultural audience.We created a feeling of scale and ubiquity through our launch materials which served to introduce the characters, to build interest in their stories and to drive traffic to the microsite.Beyond TV, print, outdoor and radio, the storylines lived on somebodyelsesphone.com, were supported by Facebook pages, influencer outreach, mobile content, interactive partnerships, a widget, banners and events with credible partners like the Parisian boutique Colette. The story ran for ten weeks, fusing scripted content with real time audience interaction through text messages, voicemails and Facebook conversations. The campaign culminated in a finale party in Paris where our three characters stories intertwined, and the most engaged fans won the chance to party with the cast.

The site content proved engaging and sticky (surpassing industry average dwell times and page views for marketing material). Visitors were engaged by the characters, returning to the site to keep up to date with story developments.The site experience was regarded as imaginative and unique and enhanced Nokia style credentials, particularly amongst Style Followers. This fits with overall picture which shows that 59% of all site traffic came from direct referrals.Searches for Nokia products (particularly their style handsets) grew during the campaign period while searches for competitor models decreased.Specific data was as follows;-1,279,686 total visits.-12.83 average hits per visit.-Visitors spent an average 4.10 minutes on the site.-8% of all visitors became ‘lifelong visitors’ (visitors who continuouslyvisited the site).-Nearly 7,000 Facebook fans, delivering over 68 million impressions, 198,000 page views, 26,000 photo views, 31,000 video views and over 1500 wallposts.