Online PR stunt / Nokia #Coptercam
Our challenge for the launch of the new Nokia Lumia 800 was to show off the smartphone's top features - durability and an excellent camera - to a wide New Zealand audience.
With the whole country still on a high from the All Blacks winning the Rugby World Cup, we knew a scandal surrounding our nation teasure could have a big viral impact. Our strategy was to harness the power of the All Blacks for the launch of this new smartphone and get people talking in social media.
Our idea: What if someone was spying on the All Blacks?
We strapped the Nokia Lumia to a remote-control quadcopter and flew it over a rugby ground where the All Blacks were training. The panoramic footage showing the players smashing the #coptercam to the ground with a rugby ball was released on YouTube, Facebook and Twitter, and caused a national outcry.
A few days later, we revealed the clip was shot entirely on the Nokia Lumia 800 - a fun way to launch a new smartphone that not only had an impressive camera, but was tough enough to survive a direct hit from an All Black.
#Coptercam swiftly became the top video on YouTube, reaching half a million views in one day. And the story made it onto the news on TV3 and radio stations, generating $30,000 worth of earned media.