JWT Manila launch Nokia N8 film competition

JWT Manila and Nokia have created a new campaign for the launch the Nokia N8 phone in the Philippines. Highlighting the phone’s ability to capture memories in high definition video, the campaign is based around a fictitious man named Pier Roxas, who lost eight-days of his memory.

The Pier Roxas campaign kicked off with an ‘unbranded’ viral 60-seconder which was posted on Facebook and YouTube, followed by an ‘unbranded’ 30-seconder which was eventually launched on TV, introducing Pier and his challenge to viewers: to help him recover his memory by crafting stories of what could have possibly happened to him over the past eight days….using only these eight clues:

Woke up on a pier along Roxas Boulevard

Nokia N8 with no contacts

With full details on the Nokia N8 promo site viewers were invited to submit their version of Pier’s story, standing a chance to go on and become one of eight finalists, who will then go onto filming their script in HD-quality video via the Nokia N8 phone.

The film-making competition quickly gained the attention of bloggers and talk spread across the Internet with Pier Roxas Facebook, Twitter and YouTube pages set up generating engaging discussions around the activity.

In just one month, the campaign garnered over 25,000 text messages to Pier’s hotline. Nearly 1,000 stories were submitted to the competition, conspiracy videos were created and posted to YouTube and Tweets and Facebook activity still continue to pour in from Pier and his highly-engaged followers.

Nokia, together with Smart Communications, jumped in to help Pier Roxas through the launch of the 60 second ‘branded’ viral material which was then run on TV via a 30second spot, posters, and radio material to further push the call for entries to help Pier.  JWT created the Pier Roxas character and brought him to life through the creative materials and also through the sites and text hotline where Pier would answer inquiries of the engaged followers.

Said Dave Ferrer, Executive Creative Director of JWT Manila: “We set out to create an idea that people would want to spend more time with. So invested were the people with Pier Roxas that they spent hours interacting with him on the Internet and via mobile plus hours more formulating stories about what happened to him. People researched his background and created blogs to talk more about him and the Nokia N8.”

On November 8, eight finalists were chosen to film their versions of Pier’s story using the Nokia N8 phone’s HD-quality video. The videos will be posted for public viewing and judging after the premiere night on December 1, 2010. The final winner will be announced on December 15.

“A phone as innovative as the new Nokia N8 deserves an equally out-of-the-box marketing campaign,” said Aveline Siy, Marketing Head, Nokia Philippines. “The film-making competition was the perfect way to show off the HD-quality video of the new Nokia N8.”

CREATIVE CREDITS

Agency: JWT Manila

Audio Post-Production: Hit Productions