In 2007, Nokia launched its new N95 mobile multi media device with the slogan 'It's what computers have become'. To boost the campaign online, we created a global warning campaign against jealous computers, attacking owners of a N95.
Now first take a look at the campaign reel on the right
HERE'S HOW THE CAMPAIGN WAS BUILT.
1. VIRAL VIDEOS ARE SEEDED
Shocking footage of attacking laptops pops up on YouTube. Soon strange testimonials of injured people are added as video response.
Bloggers from everywhere embedded the virals.
People are drawn to the warning website where they discover there’s a whole jealous computer plague going on, apparently caused by the Nokia N95 and Nokia Nseries.
They are invited to warn their friends and blog readers.
There's not only focus on the problem, but also on the solution. We offer people help and protection in various ways with airplane-like safety video’s, downloadable safety posters, camouflage ringtones, a disguise mug, a jealous computer simulator game to train your reaction speed,…
3. MEANWHILE INFLUENTIAL BLOGGERS ARE ADDRESSED IN A UNIQUE WAY
They receive a warning video message of a Dr. Shopova. Each video is personalized in a humorous way; with names and references to hobbies written into the script. Here’s an example for Symbian Freak, addressing Apocalypso (a fitness addict) and Beerbong (a keen skateboarder).
5. PEOPLE START SENDING THEIR OWN JEALOUS COMPUTER REPORTS
We invited everybody to submit their own jealous computers encounters.
Soon, written, photographed and filmed testimonials from all over the world came in.
Approved reports were rewarded with a special T-shirt.
