Byravee Iyer
Apr 16, 2014

CASE STUDY: How a photo contest boosted Nokia Lumia 1020 sales

MALAYSIA - Nokia worked with Wunderman International Manila to get photographers excited about the Nukia Lumia 1020 in Malaysia. The company's ‘Asia Travel Shoot-Off’ saw the country’s avid shutterbugs slug it out for the top spot.

Nokia wanted to position the device as the avid photographer's dream mobile phone.
Nokia wanted to position the device as the avid photographer's dream mobile phone.

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. 

Just Published

1 day ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

1 day ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

1 day ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

1 day ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.