Nokia used to be the leading mobile phone brand. Over time, other brands had developed and taken significant marketshare, forcing Nokia to become a challenger brand.

So when Apple launched their iPhone 5C with a global media announcement on10th September 2013, Nokia wanted to disrupt the conversation by garnering broader and more shareable PR than Apple.

During Apple's launch, they made a big deal that their new iPhone was available in a range of colours. But Nokia phones have been in a range of vibrant colours for some time. So, we thanked Apple with a simple tweet at the exact moment of their announcement, hijacking #Apple worldwide and dominating the online conversation.

In 3 days, there were 40,467 retweets, stories on hundreds of blogs worldwide, and over 64 million impressions, officially making it the most retweeted brand tweet ever (doubling Oreo’s famous Superbowl tweet). Nokia’s fanbase increased by 18% overnight, and Twitter said: “one of the best moment marketing tweets ever”.

Our team watched Apple's live webcast to millions globally and noticed a surprising departure from their well-known colourless product range. Apple made a big deal that their new iPhone 5C was available in a range of vibrant colours.

But Nokia has been giving consumers mobile phones in a range of vibrant colours for quite some time.

So at the exact moment of Apple's global media announcement of their new colourful iPhone 5C range, Nokia hijacked #Apple and dominated the online conversation with a cheeky tweet to thank them for imitating Nokia's colourful phone range.

With the power of the social consumer behind the tweet, the message was then carried across tech and consumer blogs to maximise the PR, driving further spread of the tweet and positive consumer sentiment.

This single tweet dominated Apple’s own hashtag and the online conversation. Twitter quickly confirmed it as the most retweeted brand tweet in the world. Ever.

• Retweeted 8,000 times within 20 minutes.

• 40,467 retweets in just 3 days.

• Surpassed previous well-known brand tweets (more than double Oreo's Superbowl tweet (16,000 retweets in Feb 2013).

• Drum Magazine named it the 'Tweet of the Year'.

• Featured on hundreds of blogs worldwide, garnering over 64 million impressions worth US$148.5m in free media

• Nokia’s fanbase increased by 18% overnight.