Nokia - Supernova - Somebody Else's Phone case study - W+K London (2009)

In 2009 we launch a campaign for Nokia: Imagine finding a phone that belongs to somebody else; filled with personal text messages, contacts, diary entries, photos, voicemails and private video clips. It’s like having a window into somebody’s entire life. Would you be tempted to look through it?
This question was at the heart of our campaign. Inspired by the evolved role mobile phones played in our lives, the campaign invited the audience to explore the lives of three characters – Anna, Jade and Luca – in intimate detail, in real time, through their Nokia 7610 handsets.
The campaign ran in ten different languages, following the characters’ evolving storylines across three time zones, through a 24/7 feed of content, for over six weeks. Fusing scripted content with real life audience interaction, fans were able to learn everything about the characters through their text messages, photos, videos and calls on somebodyelsesphone.com and Facebook.
The public could even discover the characters’ phone numbers and call or text them directly.
As well as traditional TV, print, outdoor and radio, each character's story was told in real time through the website, where the audience can access the characters’ Nokia 7610 handsets and over 3750 different pieces of mobile media content over the campaign period. This was supported by influencer activity on and offline, mobile content, interactive partnerships, widgets, digital advertising and a number of high profile events thrown in association with partners like the Parisian boutique Colette.
At the end of the six weeks the characters’ stories all end on crucial decisions which were shared with the audience, giving them the opportunity to influence the storylines themselves.