HOW DO YOU LAUNCH A NEW MOBILE PHONE WHEN YOU HAVE LESS THAN 2% OF THE MARKET SHARE?
Get your biggest rival to endorse it.
In May 2012 if you asked Siri, the voice assistant on Apple’s latest iPhones, which was the best smartphone ever, the reply would have been the Nokia Lumia 900. It might seem cheap to take advantage of this. It was, our tactical response cost less than £100.
In May 2012 if you asked Siri, the voice assistant on Apple’s latest iPhones, which was the best smartphone ever, the reply would have been the Nokia Lumia 900. It might seem cheap to take advantage of this. It was, our tactical response cost less than £100.
Shot as though by a member of the public the video felt like an unbiased endorsement and was seeded on Nokia’s social properties. The speed of our response meant that iPhone 4 users could ask Siri the same question and help spread the news offline.
For less than £100 the tactical piece:
• Delivered 219,260 YouTube views
• Was viewed in 178 countries and embedded on 392 websites
• Featured on failblog.org, gizmodo.jp, engadget.com and many more
• Generated 647 trackable click-throughs to the Lumia 900 product page from the YouTube page
Most tellingly of all, the success of the video meant that Apple tweaked Siri so that it no longer gave an unbiased opinion.
For less than £100 the tactical piece:
• Delivered 219,260 YouTube views
• Was viewed in 178 countries and embedded on 392 websites
• Featured on failblog.org, gizmodo.jp, engadget.com and many more
• Generated 647 trackable click-throughs to the Lumia 900 product page from the YouTube page
Most tellingly of all, the success of the video meant that Apple tweaked Siri so that it no longer gave an unbiased opinion.
Thanks for your time!
The copyright belongs to Wunderman
