The result: Skate Almighty, a free music and roller disco in London, Birmingham and Manchester. The agency roped in socialite Alice Dellal for some shots of her terrorising London in roller skates designed by fashion house Preen. Cue reams of coverage this week.
HOW I SEE IT
Managing director, Diffusion
Nokia has successfully capitalised on the current love of all things retro with this campaign. All the major players in the mobile space are trying to appeal to tastemakers through their love of music, and roller disco has allowed Nokia to do this in a way that is both original and engaging.
The real goal of the Nokia Skate campaign is all about consumer participation, so while press coverage is a great plus, the success really needs to be judged by the number of people who have joined in.
Nokia could take a lesson from the silent disco phenomena that used YouTube to create vibrant communities and generate a real cult following. An even stronger focus on online could help turn a good campaign into an astounding one.