As part of the worldwide promotion for its Lumia phone, Nokia have a series of weekly episodes running on the Nokia Facebook page under the title The Little Amazing Show. The idea is for each short episode to feature a different location, bringing people together for a bit of fun and play. Every Monday, a mini soap-opera episode offers a feel-good slice of life by setting up a simple scenario for passers-by to encounter and then engage with. A sort of people participation installation!
Nokia have coined a phrase “Little Amazings” to describe these small but fun occurrences that are happening all around us, that we can make happen and be part of, and of course record them and share them using the Nokia Lumia phone.
In the latest offering, Episode 3, the happening is in Madrid, where a DJ set is set up to provide an impromptu mini night club experience outdoors on the street. Here’s the video: http://www.youtube.com/watch?v=Q5n2amTXDhg
The first episode was set in Berlin, and the second in London. In Berlin an old piano was set up in an open urban space with a big sign “Play Me” above it.
In London a see-saw rigged to lighting effects was set up on the South Bank beside the River Thames.
You can see all three of them below, and thereafter catch the new episodes on Facebook each Monday, at http://www.facebook.com/nokia
So what’s the thinking behind the series? Well it’s clear that Nokia are pulling out all the stops to promote the Lumia phone. This is serious make or break stuff. The advertising is different from your usual “here’s the phone- look at all these features- you want it- buy it” type of promotion. Nokia’s advertising is people-centric and focuses more on life, and people and enjoying the little good things in every day. The phone is in background, as a sleeper, but it’s definitely there. There’s also a consistent thread of friendship running through the episodes- and a lot of the images are of two people, objects or images films in together and in harmony.
It’s an unusual campaign but judging by the comments to date, is effective. It sparks an interest to see where the next episode will take you, and what the next “Little Amazing” will be. The Nokia Lumia becomes not just a phone, but almost a philosophy and a way of life- engaging with other people to enjoy, record and share encounters both large and small.
Interestingly, some people have been left a little baffled by the episodes, and want a more traditional cut-to-the-chase advert that sets out what the phone can do, so a straight comparison can be made with other phones. But they appear to be in the minority, and the majority reaction is that the episodes are slick, interesting, fun and don’t insult the audience. That must be good, and a little amazing in itself!
Here are the current episodes:
Episode 1: Berlin http://nokia.ly/vTphrR
Episode 2: London http://nokia.ly/u8uj0G
Episode 3: Madrid http://www.youtube.com/watch?v=Q5n2amTXDhg