The cultural phenomenon of Blackberry’s BBM had become a symbol of social status for teens in Mexico and Indonesia. Our challenge was to take Blackberry head on with a ‘me too’ product from Nokia, using a new, open messenger platform, What’s App, to put Nokia’s reputation as the ‘dad at the disco’ to bed.
Highlight the limited social status you can achieve through Blackberry Messenger in contrast to the mass social influence you can gain by using the open platform What’s App, alongside Twitter and Facebook.
Credibility with this audience was key, so rather than simply ‘advertise’ to them, we involved them in an interactive social media challenge, putting them front and centre in the campaign.
Bespoke creative for each market saw the campaign launch via 15”, 20” and 30” TV ads, print, digital and retail, while Facebook provided the central hub for the live challenges. The best challenges were brought to life in online films, that were edited and uploaded as the campaign developed. Finally, these were aired on TV, giving our contributors massive social kudos.
13,500 challenges were submitted via Facebook, Twitter and What’s App in 10 days, resulting in 40 pieces of content being shot and uploaded to Youtube and aired on TV in a 3-week period. Brand preference among the target audience reached 40% in Mexico, equaling Blackberry. 20m euros of incremental value for Nokia was generated across these markets in less than 2 months.