Office: These Days/Antwerp
Client: Nokia
The Brief:
Nokia wanted to generate buzz about its Multimedia Computer category and the Nokia Nseries—the N95 in particular positioning the Nseries as real multimedia computers that become PC-substitutes.
The Campaign:
Sure, having an N95 that practically takes the place of your computer is great for the owner. But how do the computers feel about it? This edgy, deadpan campaign proposed that the launch of the new Nokia N95 was causing serious jealousy among old-school computers and hardware—and warned the public against the potential dangers of these violently jealous computers. Faux user-generated videos portrayed incidents in which laptops and PCs, overcome with jealousy, attacked their N95-toting owners. These videos, along with testimonials from victims of jealous-computer attacks, were posted on video-sharing sites and virally circulated. Leading bloggers also received personalized warning movies. Graphic safety posters, stickers and online banners depicting people’s jealous-computer-attack scars provoked curious viewers to visit the microsite. There, they could learn more about the perils of letting your computer see just how much you love using your Nokia N95. The site also offered tips for hiding your Nokia N95 from your computer to keep it from becoming too jealous.
The Success:
The viral buzz exceeded all expectations. The campaign was mentioned in over 600 blogs, including some of the most influential in the business. Some bloggers who received personalized warning movies even posted about the campaign within four hours of receiving them. Hundreds of thousands of viewers watched the Jealous Computers videos on YouTube, while hundreds of thousands more visited—and spent significant time exploring— the Jealous Computers microsite.