Re-imagining a global launch, virtually

HMD Global

When Mobile World Congress (MWC) 2020 was cancelled due to COVID-19, AxiCom was challenged with re-envisaging HMD Global’s announcement of the new portfolio of Nokia phones

Accompanied by a partnership with the release of James Bond’s 25th film – No Time to Die – the launch on MWC’s global stage was set to be the brand’s biggest event of the year.

But with the original plan flipped on its head, the AxiCom team needed to think on their toes, and fast.

AxiCom’s plan B was to host an event in London to spotlight the new portfolio of Nokia phones. But not long after the team had everything locked and loaded, the next shockwave hit – the UK went into COVID-19 lockdown.

So, plan C: Going virtual.

To give media personal attention in the absence of a physical event, AxiCom coordinated 80 international markets to secure and schedule briefings for HMD Global’s CEO and CPO with 280+ analysts, tech and business press. To help extend the announcement to fans of Nokia phones across the world, AxiCom re-scripted the planned MWC keynote as a 30-minute digital stream, which was broadcasted on YouTube, allowing fans to comment in real time to deliver maximum impact.

Despite the daily twists and turns that AxiCom, HMD Global, and the world collectively faced, the results were astounding. Nokia phones owned the conversation with more than 75 percent of the total share of voice around the launch compared to competitors; the YouTube launch event achieved more than six million views and over 4,200 articles were secured worldwide.

"Mission impossible, made possible with the AxiCom team"
Hayley Dodd, Head of PR, Europe, HMD Global

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