AxiCom hijacked World Snake Day to put the latest Nokia feature phone on the mobile scoreboard
HMD Global, the home of Nokia phones, challenged AxiCom to put their latest feature phone – the Nokia 5310 – at the forefront of consumers’ minds.
AxiCom hijacked World Snake Day on 16 July to build a widespread conversation reminding people how much fun they used to have playing Snake on their Nokia phones, and encouraging them to look for simplicity in life with a feature phone following the COVID-19 pandemic.
The integrated 360 campaign included collaboration with social media influencers with parenting, lifestyle, fitness and food specialisms – all taking a day to log off, enjoy some simple pleasures and play Snake. Influencers’ creative posts and a competition were featured across owned social channels.
AxiCom also created a media alert and seeding kits for journalists to take part in the fun, securing social media posts from the BBC and Evening Standard. All posts included a unique discount code to ensure sales influenced by the campaign are directly trackable.
7,000% increase in Nokia 5310 units sold during the week of the campaign compared to an average week
300% uplift in social media engagement
17,692,517 combined media reach, with 30 posts across traditional and social media, including METRO, FORBES, DAILY EXPRESS, HEART and more