What is success? Nokia teamed up with Wieden + Kennedy Amsterdam to answer this tricky question in its latest global campaign, promoting smartphone E7. The brand is encouraging consumers to look at their life from a new point of view and decide what real success means to them—is it just about money they make or something really priceless, like friendship, happiness and those little sunny moments of life. The global multiplatform campaign revolving around tagline ‘Success is what you make it’ includes digital promotion, prints and 15-, 30-, 45- and 60-second TV-commercials, which feature a variety of E7 users from all around the globe.
Each of the spot finishes with a line, which puts forth a new statement about what success really means—‘Success doesn’t need a desk,’ ‘Success has friends, not contacts,’ and ‘Success finds a way’ to name a few. The mobile device is no longer an “ultimate business smartphone,” as Nokia positioned it before—now it’s a gadget which helps people in different parts of the world enjoy simple pleasures of life literally on-the-go. The light-hearted spots feature two male-bonding Finns at a rustic alpine sauna, young male adults playing computer games, a young Asian female commuter using her phone for checking some business information, a traveler and many more.
The brand also released a 5-minute short movie on YouTube, in which wrestling champion Matthew Wilson AKA Max ‘The Axe’ Damage tells what success means to him. Nokia also encourages people to share what success is to them (in a text of up to 200 words) and share this view with the brand on YouTube. Nokia promises to help them make it happen—entrants specify the prizes (the prize fund is €10,000) themselves.
The brand will also launch print advertising in two phases. The theme of the first set of prints shot by Dan Tobin Smith will be the same as those of the adverts—they will highlights the features of the smartphone and include various definitions of success. Then, the brand will present a follow-up, a second series of lifestyle-feel prints photographed by Paulo Martins which will be “focusing on small human success stories,» as Wieden + Kennedy states in the press release.
The brand and W+K also collaborated with a variety of studios and agencies to adapt this campaign for all platforms—the list of partners includes R/GA London, 1000heads, Hyper happen, KLP, JWT and Wunderman.