Tasked to help launch the Nokia Lumia 900, we were confronted with a weighty challenge. The product launch was also the reintroduction of a major brand that had been M.I.A. in the US market for nearly a decade. A brand with a strong reputation in the feature phone market. A company that now, finally had some big news to share. Like the birth of a child, Nokia's long-awaited baby was well worth the wait.
Digital OOH
In order to create awareness and interest across a mass audience, we proposed high impact OOH boards for the Times Square market. The board counted down the days until Nokia's big news was born, leaving viewers intrigued and the buzz factor growing.
Microsite : Nokia.com/ItsAlive
Visitors are invited to follow the pregnancy via a streaming sonogram, post live tweets, and even take a poll on what this "baby" will look like.
Body copy: The proud product of a type-A industrial designer father and social butterfly, social gaming mother, the Nokia Lumia 900 is now alive. Born of almost a decade of hardworking years out of the spotlight, and refined by research and consumer insight, this baby is the sweet new face of smart phones.
In Store
Once purchased, customers received free carrying cases designed to look like miniature Baby Bjorns, in which they could carry their Nokia Lumia 900 in. Parents, er, Customers also received a Birth Certificate along with their receipt. The certificate outlined key features, free app offers and other incentives designed to keep the relationship between Nokia and its customers alive.
ECD: Jarl Olsen
