Our campaign is called the Nokia Lumia 820 design challenge. The aim was to give Nokia a more human appeal and to bring their challenger mindset to the fore. Nokia also wanted people to recognise them for the beautiful design, and the fun, human aspects of their products. The Nokia Lumia 820 design challenge was a competition, hosted on Facebook, for design students at three selected globally renowned art and design schools. Their challenge was to create a design for the wireless charging shell of the Nokia Lumia 820. The top 15 entries were shortlisted and the 3 winners were chosen by a public vote on Facebook.

1. The challenge was announced through the art and design schools’ bulletin boards, webpages, and intranet pages.

2. We presented the competition details in person to students at each school.

3. The competition went live on a Nokia.com competition webpage and on Nokia’s Facebook pages. Simultaneously, it was announced on Nokia’s blog pages, formfiftyfive.com and on the Computer Arts webpages. We also reached out to design bloggers. All entries were presented on Nokia’s Facebook pages.

4. After the competition deadline, the 15 shortlisted designs were presented on Nokia’s Facebook pages and public voting began. This was announced through the same online channels.

5. The winners were announced at Social Media Week in New York and through the online channels.

6. We also exhibited the entries in retail outlets, combining all channels to provide a compelling retail experience. This created a very well integrated campaign touching all marketing channels.

From 133 entries, we gained over 69 000 views of the Facebook campaign page, over 9000 likes during the voting phase alone, more than 20 000 votes, 7 500 Facebook shares (11% conversion), more than 19 500 views of the design compilation video on YouTube. Throughout the competition Twitter and various design blogs also helped drive engagement.

According to the client’s analytics we garnered 99% positive sentiment as part of all campaign related social conversations. What’s more, retailers have been approaching Nokia asking to sell the winning shells in-store.

The CPE was below €0.50. And, with the 150 limited edition shells sold-out, we can assume that 150 Nokia Lumia 820s have been purchased. At a cost €399 each, the revenue from the product sales already covers the money spent on the campaign. And with the viral nature of the campaign, the overall commercial value will be far greater.