Changing the numbers of mobile phones.
Once the largest mobile phone maker, Nokia admittedly missed the smartphone boat. Trying to reclaim share, its smartphone ran into stuck perceptions. Nokia’s new flagship launch had everything against it.
Cohn & Wolfe’s recommendation? The target is no technophile; don’t talk tech. Demonstrate superior features in medium-stretching lifestyle ways. Make jaws drop.
Targeting lifestyle media, influencers, social media and many more channels, the campaign hit the wow spot: The Cult’s Billy Duffy trying to blow the mics with sheer guitar volume; a Lumia strapped to pro Roope Tonteri’s snowboard getting air in Vail; a pitching machine hurling 90 mph fastballs at the phone; capturing stable images while strapped to a remotely controlled helicopter in British Columbia; recharging with 200,000 volts of simulated lightning.
Amid much other activity, Cohn & Wolfe placed Lumia phones with key influencers. 50 Cent posted “I got a new phone today it’s kinda HOT. The camera on it is killing my other phone.”
With the campaign achieving over 4 billion media impressions, Lumia’s European market share went from 5.7% to 10% in a year, U.S. share from 1% to 4.6%.