somebody else's phone

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 is at the heart of our new campaign for Nokia. Inspired by the evolved role mobile phones play in our lives, the campaign invites 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 launched yesterday and will run in ten different languages, following the characters’ evolving storylines across three time zones, through a 24/7 feed of content, for over 6 weeks. Fusing scripted content with real life audience interaction, fans will be able to learn everything about the characters through their text messages, photos, videos and calls on somebodyelsesphone.com.

 

You can also sign up to the characters' Facebook pages to have a more personal conversation.

Here's Anna's Facebook page.

 

Here are the links to Jade's Facebook page and Luca's Facebook page.

You can 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 is 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. Then there's "influencer outreach" activity on and offline, mobile content, interactive partnerships, widgets, banner 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 that will affect their future. These questions will be shared with the audience, giving them the opportunity to influence the storylines themselves.

Comments

[Lubomir]

As I said previously... this campaign is great. I envy you.

I have a friend - she met her boyfriend when she lost her purse. He found it, saw her picture in it... and fall in love. So probably somewhere right now someone is finding a phone that belongs to somebody else, and will fall in love after a second.

[neil]

I think one or two people have fallen in love with anna already.

[joe]

would be cool as a guirilla if you was to actually leave phones around the place for people to go through? they find out info about nokia after sifting through all your shit!

[Robin Grant]

Neil - who did you have doing the "influencer outreach"? We should perhaps have a coffee soon..

[neil]

we mostly did it in-house.

[Morey at Adpawn]

Fantastic campaign. Such a good entry point in conveying the sense of intimacy we develop with our cellphones (phantom vibration syndrome, anyone?). Really impressed by the amount of content developed, too.

[Pernille Fruensgaard]

Really nice campaign. Love the insightful concept. I would die if I lost my phone. Something people can relate to combined with the eternal fascination of looking into people's lifes. Great stuff. Works well.

[Baba]

One word...Brilliant ok maybe two
Absolutely Brilliant

[Christian]

Is there someone blogging the story to keep people up to date on the stories? You know... for people who don't want to read through ALL of the text messages etc.

[Pernille Fruensgaard]

The Youtube link is dead?

[neil]

link fixed.

[Ally Bongo]

Great campaign but whats the deal with all three being cheats?

[NaNa]

Y a-t-il quelqu'un qui aurait la video de la pub pour Anna ???
j'adore cette pub mais impossible de la retrouver en français ...

[NaNa]

Y a-t-il quelqu'un qui aurait la video de la pub pour Anna ???
j'adore cette pub mais impossible de la retrouver en français ...

[patricia]

ihhh somebodyelsesphone.com is closed now. do you have more photos from this site? [like picture 1, 2, 3]

[Yanda]

http://www.wkinteractive.co.uk/awards/somebodyelsesphonenb/