The Nokia N96 is a 'powerful' internet and multimedia device, including the ability to watch movies. Bruce Lee is a cult hero and admired for his mastery of the 'powerful' martial art, Kung Fu. 2008 was when the N96, Nokia's flagship at the time, launched and the 35th anniversary of Bruce Lee's death. We saw a tactical promotional opportunity to launch a limited edition N96 to create buzz around the N96 and a cool factor for the Nokia brand.Our communication idea was to capture Bruce Lee fans' imaginations by bringing their legend back to life.

What started as a China-only promotion spread the globe like wildfire. It's a breakthrough at Nokia and sits proudly atop Nokia's marketing activation excellence hall of fame.Results:- 16+ million views globally exceeding target by 16x- 1.2+ million unique visitors to campaign site v target of 10,000- Click-through rate of 7.5% v target 1%- 10,000s of comments, links, forwards...- All online stock ordered in LESS THAN 5 DAYS- Estimated value in 'earned media' more than US$3 million (multiplying cost of buying a 90sec spot by views using ad rates of sites YouTube, Youku, etc.