Nokia Case study by Fallon

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Challenge

Promote the new range of Nokia Qwerty phones in Mexico and Indonesia, where Blackberry is so dominant it has become a by-word for Qwerty devices and its service, BBM, a very aspirational and exclusive club for the youth
Solution

A social experiment

A completely open and democratic social experiment was created, where consumers were on charge of the campaign and could get social recognition by participating. By turning ‘Qwerty’ into a verb, we could create an alternative (and cooler) expression and attitude against BBM, all inspired by local culture combined with global thinking.

Results

We demonstrated Nokia’s unlimited Qwerty experience by encouraging our audience to actively engage with a real life Qwerty Man, and challenge him to do anything on his new Nokia Qwerty device. The campaign rolled out in 2 stages:
In Phase 1, we introduced Qwerty Man and his team and invited our core audience to submit challenges for him and his team to attempt. Throughout the Challenge Submission period (8-12 days), community managers were employed to pose as Qwerty Man and engage with ‘challengers’ on a constant and instantaneous basis via those same channels used to submit challenges: Facebook, Twitter, WhatsApp, SMS – key features of the Qwerty device.
In Phase 2, we filmed and edited Qwerty Man’s attempt at the top 10 challenges, creating off-the-wall, fresh entertainment content that was posted to Facebook at the time of the challenge attempt – creating a true real-time engagement campaign over the course of 4 days. The Community Managers were on the shoot tweeting & facebooking live from every challenge location, uploading video tweets and photos from the Challenge, posing as Qwerty Man, and responding to consumers in real time.
We also rewarded our audience members whose Challenges were chosen by featuring their Challenge attempt on TV – the ultimate co-creation.
In both stages we demonstrated the key product features of Wifi, Whats App, social network capabilities, touch-screen, camera, data plans etc and driving desire for the Nokia Qwerty devices.

Over 13,000 total challenges submitted via Facebook and twitter within a 10 day window
Brand preference had reached 40% by the end of 2011, the highest ever and 16pts higher than Blackberry. Youth preference went up by 5 points vs the previous quarter and is still climbing.