The objective of the campaign was to drive buzz and interest for the Nokia Multimedia devices using the Nokia N95 as the flaghip of the range.The main message was to communicate that the Nokia Nseries phones are a super-set of Nokia. They are multimedia computers that have become real PC-substitutes, hence the global positioning: “It’s what computers have become.”Our target: male, higher income, technology leaders and career builders.The campaign specifically aimed at generating buzz in the interactive channels as they were the perfect place to reach our target group, always on the look-out for something new.

We created a global warning campaign against jealous computers, attacking owners of a N95. Shocking footage of attacking and biting laptops appeared on YouTube. Strange testimonials of injured people were added in response. Bloggers received perzonalized warning videos. Safety posters and bizarre pictures of victims and their wounds were widespread in offices (perfect to reach the target) and in Nokia Stores. All this led to the site jealouscomputers.com where people discovered that it was a real plague. Visitors reported their own encounters with jealous computers. To keep you safe the site offered camouflage ringtones, safety instructions, an N95 disguise mug.

After 2 months Technorati had listed 637 blogs writing about the campaign, reaching out to hundreds of thousands of readers (including influential blogs like Engadget, Boing Boing, Gizmodo, Business Week)But more importantly: the majority of the posts explain both the creative message and also talk about the Nokia N95. The viral videos were watched over 300,000 times via different channels (site, Youtube, Dailymotion, blogs, etc.). Nokia confirmed that it was their most blogged about campaign ever.