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N9_6Nokia N9
Celebrating the launch of the vibrant and bold Nokia N9, we set out to create a campaign that captured a global audience and delivered something truly surprising.
The Brief
After a simple, yet impactful, launch for the Nokia N9 in June 2011, Nokia set out to increase media attention and buzz across a global audience using engaging video content.
What did we do?
Having already created the Nokia N9 announcement video, our response was to create N9 Seconds and six of the world’s quickest ads as a viral follow-up. Each N9 Seconds film captured a quick story and demonstrated a single feature of the Nokia N9 in a real-life environment – in just 9 seconds.
With the videos at the heart of the campaign, we took-over Nokia’s YouTube channel and set out to increase curiosity and buzz around the videos with a viral competition. Each film contained hidden letters and numbers that viewers used to decipher one of 20 codes they could enter at n9seconds.com. The first person to solve each code won a unique prize.
We supported the competition through social media and the @N9Seconds Twitter channel, where we leaked clues with gradual seeding to increase traffic to the videos and website.
The results
Within one month of the N9 Seconds launch, the videos had achieved 2,797,475 views on YouTube. Exceeding our target by 40%.
On the 13 July alone, they achieved 209,793 views.
The viral competition also caught the imagination of the audience and media. From July to August, 90,000 users attempted to crack the code and 322,000 attempts were entered to the N9 Seconds site. Blogs and reviews were written by sites including Slash Gear, Adweek and MyNokiaBlog.com, increasing campaign exposure.
In just 4 weeks, we managed to revive and maintain buzz for Nokia N9, present feature videos in a brand new way, build a viral community and exceed all the targets we were set.
