CHALLENGE :
Relaunch the Nokia brand and convince first time smartphone buyers to buy a Nokia Astound™ smartphone instead of its more popular competitor smart phones like iPhones, Android and Blackberry.
Insight: Sharing spontaneous experiences creates richer connections.
Insight: Sharing spontaneous experiences creates richer connections.
Idea: Now Showing! Your Connections. Demonstrate the possibility of astounding connections with a
Crowd sourced version of "Don't Fence me In" that allows you to join in a remix.
Crowd sourced version of "Don't Fence me In" that allows you to join in a remix.
Expression: Made to Perform
A crowdsourced version of "Don't Fence me In" that allows you to join a remix by using the Nokia Astound's core features. Using YouTube mashup sensation Kutiman, we curated two anthemic remixes, by using every piece of digital media as a Karaoke demonstration of the device.
A crowdsourced version of "Don't Fence me In" that allows you to join a remix by using the Nokia Astound's core features. Using YouTube mashup sensation Kutiman, we curated two anthemic remixes, by using every piece of digital media as a Karaoke demonstration of the device.
This inspired new earned media that drove first time smartphone users to consider the Astound.
Art Direction, Concept & Brand Integration
CROWDSOURCED MASHUP – REMIX 1
Made to Perform - Campaign Summary Board
NOKIA ASTOUND LANDING PAGE
NOKIA ASTOUND – REMIX 1
FACEBOOK KARAOKE APP – CROWDSOURCED UGC SUBMISSIONS
RICH MEDIA & HOMEPAGE TAKEOVERS
UGO - Home Page Takeover
NOKIA YOUTUBE BRANDED CHANNEL
NOKIA ASTOUND – REMIX 2