HELPING NOKIA PLAY TO ITS STRENGTHS AND TAKE ON THE SMARTPHONE GOLIATH
Digital/Social Brand Campaign
Nokia has long struggled to compete in the expanding smartphone market with limited apps and an unfamiliar OS. We identified one clear strength, the 42-megapixel camera. That's 6 times the camera strength of an iPhone 6.
An always on social and creative push to show that the 1020 is the only choice for today's smartphone photographer. The campaign featured fresh content daily and numerous ways to engage and reward users.
A series of 'Social Badges' let users submit photos to win weekly prizes and rewarded them for what they were already doing while becoming brand advocates through their own social channels. Custom tips, tricks and photo infographics showed others how to get the most from their photos.
Not only did we take on other smartphone cameras, but with 42 megapixels the Lumia can go toe to toe with the pros who own a DSLR. The Nokia Win Win Project was a world-first challenge: win any of the most prestigious photography competitions with a Lumia, and they'll double the prize money.
To date, hundreds of photographers have submitted images captured on their Lumia smartphones into professional competitions including the National Open Art Competition and Travel Photographer of the year.