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Nokia Lumia 1520 - social proposal

Son Thang Huynh
Son Thang Huynh

This is a proposal I made for a social contest to promote the Nokia Lumia 1520 - The Bandit. The proposal was evaluated highly by the internal team but as client changed the product's proposition, the proposal didn't make it till the end. But this is still one of the proposal I've felt proud of so far.

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Nokia Lumia 1520 Social Proposal The Bandit
Insights I want to achieve balance in my life, career success as well as taking good care of my family Ive now gained financial stability, I want to fulfill the dreams I had when I was younger I have already achieved my balance in work life and family life, but how about my personal dreams? The dreams I had when I was young and passionate? Sometimes, I just wish that I could put aside all the family, career responsibilities to follow my dreams. But life is not that simple. So I guess Ill just stick with my daily concerns then
Communication Objective To create top-of-mind for Nokia Phablet as a companion device on the journey toward their dreams in target audience mindsets. Communication Strategy To engage users into writing their dreams and inspire them to put aside daily responsibilities to make it come true. To accompany Nokia Phablet on their journey to accomplish the dreams without being irresponsible.
GO WHERE YOUR DREAMS TAKES YOU GO BEYOND RESPONSIBILITIES Big idea
Our tactics Video Clip Making narration viral video clips in which each character tells the story of her dreams and the journey to achieve it. 1 week INSPIRE TO FOLLOW Facebook contest Hosting a contest that inspire people to tell their stories about: How they had achieved their dreams. How they are going to achieve their dreams. And award the top winners with Nokia Lumia 1520. 4 weeks
Campaign Details
1 VIDEO CLIP Making inspirational video clips in which each character narrates her own story about dream and the difficulties she had to overcome on the journey to achieve their dreams. Clip can be made in one of 3 content categories: Travel Career Family Nokia Lumia 1520 will appear as a tool to help them stay connected to the world while achieving their dreams balancing their social life as well as fulfilling their inner dreams. http://www.youtube.com/watch?v=IfmJIZkbHpM
2 FACEBOOK TAB CONTEST Page Layout ROLE MODELS STORY Role model stories from influential people that have already achieved their balance. FEATURE BOARD TOP 5 OF THE WEEK Selected from the was story based on the weekly share number. COUNTING OF SUBMITTED TOTAL STORIES Counting of the total submitted stories. THE WAS STORY The stories about how people had fulfilled their dreams. Told in text. THE WILL STORY The stories about how people are going to achieve their dreams. Told in photo.
3 DISTRIBUTION PLAN Social media VIDEO CLIP Nokia social platforms Nokia Lumia fan pages (Hoi nhung nguoi yeu thich Lumia,) PR DREAM CONTEST Using those created content, we push them onto e-newspapers and inspire readers to go to our Facebook Tab to tell their own stories.
4 KPI QUANLITATIVE Engage and inspire audience to go beyond responsibilities to achieve balance with Lumia 1520. Create audience sentiments toward Nokia Lumia 1520 as my companion on the journey to fulfill dreams. QUANTITATIVE 10,000 views on Youtube viral clips. 800 participants in the contest. 10,000 views on Tab.

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Nokia Lumia 1520 - social proposal

  • 1. Nokia Lumia 1520 Social Proposal The Bandit
  • 2. Insights I want to achieve balance in my life, career success as well as taking good care of my family Ive now gained financial stability, I want to fulfill the dreams I had when I was younger I have already achieved my balance in work life and family life, but how about my personal dreams? The dreams I had when I was young and passionate? Sometimes, I just wish that I could put aside all the family, career responsibilities to follow my dreams. But life is not that simple. So I guess Ill just stick with my daily concerns then
  • 3. Communication Objective To create top-of-mind for Nokia Phablet as a companion device on the journey toward their dreams in target audience mindsets. Communication Strategy To engage users into writing their dreams and inspire them to put aside daily responsibilities to make it come true. To accompany Nokia Phablet on their journey to accomplish the dreams without being irresponsible.
  • 4. GO WHERE YOUR DREAMS TAKES YOU GO BEYOND RESPONSIBILITIES Big idea
  • 5. Our tactics Video Clip Making narration viral video clips in which each character tells the story of her dreams and the journey to achieve it. 1 week INSPIRE TO FOLLOW Facebook contest Hosting a contest that inspire people to tell their stories about: How they had achieved their dreams. How they are going to achieve their dreams. And award the top winners with Nokia Lumia 1520. 4 weeks
  • 7. 1 VIDEO CLIP Making inspirational video clips in which each character narrates her own story about dream and the difficulties she had to overcome on the journey to achieve their dreams. Clip can be made in one of 3 content categories: Travel Career Family Nokia Lumia 1520 will appear as a tool to help them stay connected to the world while achieving their dreams balancing their social life as well as fulfilling their inner dreams. http://www.youtube.com/watch?v=IfmJIZkbHpM
  • 8. 2 FACEBOOK TAB CONTEST Page Layout ROLE MODELS STORY Role model stories from influential people that have already achieved their balance. FEATURE BOARD TOP 5 OF THE WEEK Selected from the was story based on the weekly share number. COUNTING OF SUBMITTED TOTAL STORIES Counting of the total submitted stories. THE WAS STORY The stories about how people had fulfilled their dreams. Told in text. THE WILL STORY The stories about how people are going to achieve their dreams. Told in photo.
  • 9. 3 DISTRIBUTION PLAN Social media VIDEO CLIP Nokia social platforms Nokia Lumia fan pages (Hoi nhung nguoi yeu thich Lumia,) PR DREAM CONTEST Using those created content, we push them onto e-newspapers and inspire readers to go to our Facebook Tab to tell their own stories.
  • 10. 4 KPI QUANLITATIVE Engage and inspire audience to go beyond responsibilities to achieve balance with Lumia 1520. Create audience sentiments toward Nokia Lumia 1520 as my companion on the journey to fulfill dreams. QUANTITATIVE 10,000 views on Youtube viral clips. 800 participants in the contest. 10,000 views on Tab.