Agency: Wieden & Kennedy
The preview snatches of the latest digital campaign to tout Nokia's newest handset looks a bit like Vice magazine The Film.
The campaign involves three under-dressed hipsters, Anna, Jade and Luca (a boy or a girl? Not sure yet) lolling around, pouting at the camera while it follows them from bar to night club toilet to home.
Anyone interested in the escapades of the three models will be able to snoop into their lives by reading the trio's text messages, listening in on their phone conversations and viewing their picture messages.
Wieden & Kennedy say the campaign was inspired by the role mobile phones play in our lives and invites the audience to get to know the characters Anna, Jade and Luca in real time through their Nokia 7610 handsets.
The campaign will run in 10 different languages, following the characters’ evolving storylines across three time zones, through a 24/7 feed of content, for over 6 weeks.
For the most engaged, or creepy, there is even the opportunity to discover the characters’ phone numbers to call or text them directly.
Developed to re-engage a younger audience the campaign hopes to reflect their media consumption habits rather than the standard boxes on a global media brief.
The microsite will be supported by influencer outreach activity on and offline, mobile content, interactive partnerships, widgets, Facebook Pages, banner advertising and a number of high profile events.
At the end of the six weeks the characters’ stories all end on crucial decisions that will affect their future.
Creative director Matt Gooden said, ‘It’s been a great thing to work on. From a personal point of view I’ve loved working with drama scriptwriters developing longer format story lines and for W+K, it’s been a chance to really dig into our digital capabilities. Everyone involved has been outstanding. Great fun, can’t wait to do next years follow up’.
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