The key challenge:

People associate Nokia with reliability, but they forget how innovative Nokia can be. Overwhelming budgets from Samsung, iPhone and local competitors also make it difficult to sustain share of mind.

Key objectives:

Establish imaging leadership as a clear point of differentiation to drive superiority perception.

First, we want to catch attention and drive registration by leveraging on stories people are familiar with. We selected the famous scenes of powerful Aladdin being over-powered and captured (in Chinese “?/Shou”) by their opponents. This time the weapon is Lumia 1020.

Secondly, we interpret the story with a fine hand-crafted, Oriental style art direction that our targets are familiar with, and in line with background of the stories.

We hope to capture attention and tell the benefit in just one glance.

The clash between fans of both smartphones helped get the word out about Nokia’s unique feature. Most importantly, everyone who experienced the game came to realise Nokia’s strengths. We achieved over 80,000 downloads and 82,766 social mentions. All with a media budget of zero. Quite a huge statement we made with one tiny game.