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.
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.