Nokia TV spot kicks off ambitious online crossover campaign

by Nikki Sandison, Brand Republic 15-Oct-08, 16:05

LONDON - Nokia is tonight breaking a TV ad designed to pull people around the world into a web 2.0 drama following the lives of three young people over several weeks, created by Wieden & Kennedy London.

Supporting Nokia's 7610 handset, the TV and digital campaign will run in 10 different languages through a constant feed of content for over six weeks.

The TV spot introduces three characters Anna, Jade and Luca, starting with intrigue about one of them having listened to another's voicemail and sets the scene for how their lives might unfold.

Fans will be able to learn everything about the characters through their text messages, photos, videos and calls on somebodyelsesphone.com, as well as signing up to their Facebook pages to have a more personal conversation.

Nokia aims to re-engage a younger audience with the campaign, which includes TV, print, outdoor and radio along with the digital element.

The microsite is supported by mobile content, interactive partnerships, widgets, Facebook pages, banner ads and a number of events in association with partners including Parisian boutique Colette.

At the end of the six weeks, the characters' stories will confront crucial decisions that will affect their future.

These questions will be shared with the audience, giving them the opportunity to influence the storylines themselves.

A goodbye from each character will then be revealed a few weeks after the campaign finale event on December 11 in Paris, when competition winners will have the chance to meet the cast.

Matt Gooden, creative director at Wieden & Kennedy, said: "From a personal point of view I've loved working with drama script writers developing longer format story lines and for W&K, it's been a chance to really dig into our digital capabilities."

Comments

Daniel Bryan Hopwood - 15/10/2008

There is nothing more devilish and enthralling than checking out someone's phone...this is a great campaign.

joe woollen - 16/10/2008

I had a look at it all and think the concept is awesome. However, it's too staged and slick for me personally?

joe woollen - 16/10/2008

Just remembered a beer company in the states which did something like this. Consumers were recruited to "party for a year" and talk about their fun online in blogs etc. When I think of that, I think this is not real enough to make the concept true to the consumer- it is still actors!

Steffan Aquarone - 16/10/2008

Interesting to see how this idea has become En Vogue so quickly - does anyone remember the true origin of Soap Operas?

George Nimeh - 16/10/2008

I kinda like it. Of course it is fake, but it is entertaining. And even if the online content is not quite as engaging as it could be, W&K have certainly nailed the vibe of the corresponding TV spots. The line "My phone knows everything about me ... If you found my phone, would you look through it?" is very very good. Here's a bit more of what I wrote a few days ago: http://www.i-boy.com/weblog/2008/10/nokia-viral-for-voyeurs.html ~G~