“Product storytelling at its best” to outshine the Oscars
The future they wanted
The world to know and be excited about the return of the Nokia brand’s iconic feature phones.
The future we delivered
A Mobile World Congress launch that led to 32,000+ pieces of coverage, the most-read story on the BBC News website, and Nokia out-trending the #wrongwinner hashtag on Oscar night.
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32,000+
pieces of media coverage
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98%
positive/neutral sentiment
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350
media at the global press conference
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1
brand out-trending all Oscar news
How we did it
First, we developed launch plans and supporting materials for each handset ahead of Mobile World Congress in Barcelona – the world’s biggest mobile industry trade show.
Next, we coordinated with international markets to secure analyst, trade, and business press briefings before and during the show.
Finally, we managed all onside media, analysts, and blogger briefings at MWC, totalling over 400 meetings, and peer group networking events in the HMD hospitality suite.
“ From the tabloids to the Today Programme. There are few places that haven’t covered it. For a while it was the most read story on the BBC News website. Instead of leading with the launch of the Nokia 3, 5 and 6, the brand has opted to unveil a product that’s older than
most first-time phone buyers and doesn’t even have 3G.
This is product storytelling at its absolute best. I’m in awe. ”
– PR Week
