• Loading…

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.

Register Now to
Keep Reading

Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again