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The Ovi by Nokia campaign, based on Freedata Labs’ Listen & Act method, has now wound down.
Milan, January 2010
The Freedata/Beatall campaign for Ovi by Nokia has come to an end. The campaign used the Listen & Act method, based around listening to online discussions and then identifying the best places to promote the Ovi.com portal, with marketing actions and creative concepts based on the results.
Through the online games and competitions hosted on PlayOvi.it – the mini site set up to promote Ovi.com – 50 Nokia cell phones, trips to Finland, and vouches for musical instruments (Mogar Music) and photographic equipment were given away.
The activities put together to promote the Ovi by Nokia portal included the Bologna Meccanica Flash Mob, which took place in the Salaborsa library in Bologna and received excellent online comments. A repeated sound, something like the PC system error message, was the cue for actors to begin their series of looped movements. The classic Nokia tune then freed the actors and they blended back into the crowd: The online serial Greta & Ivo is the first example of a video serial in which anyone could be both viewer and participant. The series appears on YouTube. The lead actress, Greta Zucchi, leads an entirely digital life through Facebook, Twitter, internet forums and her blog. She is looking for Ivo, a lover created one afternoon on a train between Florence and Rome. The website Gretaeivo.it has a summary of the storyline, including the totally unexpected epilogue.
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