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Nokia, looking to launch its E6 Mobile Phone in the UAE market, looked to triplew.me’s Makshoof Film platform to run an engagement-based film competition to message its product.
Taking a different approach to messaging their launch, Nokia and their Media Agency, Carat, engaged triplew.me to launch the phone with a targeted campaign on its Makshoof Music platform.
Asking film-makers to make either a 15 second commercial for Nokia about the E6’s capability to be a chat-based platform, or a 2-minute film about a world without connectivity. Both topics covered the range of capabilities of the phone, but added a human touch to the campaign.
The statistics for the campaign speak for themselves:
- Over 5,000,000 eyeballs on the campaign via a mix of on-site activity, social media sharing & advertising, PR and video plays;
- A sharing to click ratio of 1:48;
- An experience hub that allowed for branding, phone information and advertising to message the product; and
- triplew.me’s unique reporting platform.
On top of all of that, the winning 2-minute film was accepted into two international film festivals. A film that was originally made for Nokia.