Discovery and Nokia join to look at power of technology

by Sarah Woods, Brand Republic 22-Nov-06, 11:00

LONDON - The Discovery Channel has joined forces with Nokia to devise a campaign highlighting the power of technology, which will include four short films submitted by viewers using 3G.

The "Making connections" campaign, produced in-house in collaboration with creative agency Brothers and Sisters, focuses on the role technology plays in modern communication. It will run on Discovery Channel in 105 countries until December 31.

A series of 60-second executions will examine how consumers use the power of technology, 3G in particular, to create their own content and build communities around shared interests. Four of the 12 pieces produced will be based on the lives of actual consumers, who are encouraged to share their stories with the world.

Viewers will be enticed by on- and off-air promotion to enter their submissions through a Nokia branded micro-site at Discovery. The winning four stories will go on to be produced as short films and shown on Discovery Channel.

In addition, the campaign will include TV ads, on-air promotion, sponsorship credits and joint marketing.

Annie Rodgers, senior vice-president at Discovery Networks Europe, said: "This unique initiative is based on creative and honest storytelling, which is the lifeblood of the Discovery tradition.

"In partnership with Nokia, we are providing a platform for viewers to share personal stories and let us know how technology is transforming the way they communicate with each other."

Heikki Tarvainen, vice-president of marketing for mobile phones at Nokia, said: "Through this partnership with Discovery, we are engaging consumers in the full power of 3G technology and encouraging mobile users to share their unique interests and experiences with other people around the world."

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