Those who are not familiar with Nokia phones tend to focus on what they can’t do rather than what makes them special. Even for Nokia users, they may not be aware of the full potential of their phone. We needed to challenge the perception that Nokia has no edge over the iPhone. And reward Nokia users on an emotional level by making them feel proud about the smartphone they carry.

We created a mobile game for iPhones and Nokia. Aptly called “ The World’s Tiniest Game”, the gameboard gets smaller every time you move up the ranks. iPhone users got frustrated when the board became so tiny that it couldn’t detect the finger tap. Yet Nokia users were entertaining themselves with anything they could get their hands on. A paper clip, scissors, or even a pin.

Nokia users were so entertained they shared their experience on their social networks, showing off all kinds of tools they used to advance in the game. Most importantly, it got the word out about Nokia’s unique feature and everyone who experienced the game realised 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.