Background
The Nokia Lumia 1020 is the first smartphone with a 41-megapixel camera sensor. This allows users to capture high-resolution photos, zoom into details and reframe them as new images. The brand wanted to position the device as the avid photographer's dream mobile phone.
Execution
The team at Wunderman International Manila worked with Nokia to create an online activation that would attract photographers and get them to learn about the Nokia Lumia 1020. Together with Air Asia, the brand launched the Asia Travel Shoot-Off—the first-ever nationwide search for Malaysia’s top travel photographers.
People were invited to send the best photos they have ever taken. A pool of judges assessed the entries based on composition and originality. And the top 10 candidates were announced to compete in a Shoot-Off.
The chosen few then travelled to various Air Asia destinations and tasked to take photos of food, people and scenery. Their photos were showcased to the public via the Nokia hub. Followers voted and shared their favourites. The winner was labelled Malaysia’s Official Photographer and bagged a trip for two to Australia.
Results
In less than two months, the campaign had 5,979 organic visits to the product page on the Nokia Malaysia campaign hub. It also got 16,272 people talking about the brand and attracted 24,105 new fans to Nokia Malaysia’s Facebook page. The campaign helped record a 40 per cent spike in engagement scores on the page.
The brand uploaded the photo entries shot with the phone as an album which garnered 17,667 unique users. This post had the highest organic life on the Facebook page during the entire campaign.
Finally, a pre-order offer that ran concurrently on online retail site Storekini overshot its order targets after the campaign.
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