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Bruce Lee Power Campaign

Award: Wood Pencil

Wood Pencil / Online Advertising / Digital Advertising Campaigns / 2009

2008 marked the 35th anniversary of Bruce Lee’s death. As a tribute to the legend, Nokia launched the Nokia N96 Bruce Lee limited edition. Our task was to reignite the passion in the legend of Bruce Lee as well as generate interest in and desire for the Nokia N96 Bruce Lee limited edition with little time or budget. The creative idea was to Bring Bruce Lee back to life. We seeded a 10” viral teaser of secret, never-seen-before footage of Lee. Within 24 hours, it received over 700,000 views, generating hot discussion around how real it was. Two days later, we released the full length version of ‘Ping Pong’. Later on, a second viral video, ‘Match’, was released. The campaign went worldwide and has attracted over 12 million views to date. The viral videos directed consumers to the campaign microsite www.nokia-lee.com.cn. The site included 3D animation, game and demos of the phone. Fans could order their limited edition Nokia N96 there and then. The campaign microsite also drove consumers to Nokia stores to experience the phone for real; over 35,000 customers have visited Nokia stores to date. What started as an exclusively Chinese promotion spread around the globe like wildfire. The Nokia N96 Bruce Lee limited edition: the unlimited power of keeping the legend alive.

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