JWT BEIJING, Beijing / NOKIA / 2009
2008 marked the 35th anniversary of Bruce Lee's death. As a tribute, Nokia launched a Nokia N96 Bruce Lee Limited Edition. This is the story of how a China-only campaign started a wildfire on the net globally, selling product and giving the Nokia brand a serious hit of cool in the process.Our Task:Attract Bruce Lee fans to buy the premium-priced Nokia N96 Bruce Lee Limited Edition.Creative Idea:Bring Bruce Lee back to life.How:Teaser: we seeded a 10” viral teaser video of secret, never-see-before footage. Within 24 hours, it received over 1,000,000 views, generating hot discussion amongst netizens, "is this real Bruce Lee?”, “real or fake, this viral is great!".Launch: 2 days later, we released a full length version followed by a second viral video.
ePR was used to seed the viral videos on key social networking sites and amongst influential bloggers. We first seeded a 10" teaser viral video, then two days later released a full version 'Ping Pong' and a week after that a second full length viral video, 'Match'.This in turn got consumers to the campaign site where they could find out more and place an order.Point-of-sale, including standard items such as posters as well as innovative items such as a Kung Fu training pole, were used to add theatre and help convert sales in-store.
It was only ever meant to be a small scale, China-only campaign. The brief was for some point-of-sale material. Millions of views and thousands of positive comments later suggest it's been a massive hit with consumers. Proud of that, not only did we exceed objectives, we managed to entertain nearly 20 million people worldwide in the process. It's been shared with Nokia's global marketing community, setting a new benchmark in marketing activation excellence.Results:- 16+ million views globally exceeding target by 16x;- 1.2+ million unique visitors to campaign site nokia-lee.com.cn vs target of 10,000;- Click-through rate 7.5% vs target of 1%;- 10,000s comments, links, forwards;- All online stock was ordered in LESS THAN 5 DAYS;- Estimated value in 'earned media' more than US$3 million (calculated by multiplying the cost of buying a 90sec spot by 16+ million views using the rate cards of main sites YouTube, Youku).
TBWA\MEDIA ARTS LAB, Los angeles
TBWA\Media Arts Lab, Los angeles