Competition campaign highlights the durability of the Nokia XR20

HMD Global selected Drum as its communications agency in spring 2022, the same spring that it partnered with the Ice Hockey World Cup. The objective was to build a campaign for the games, focusing on the Nokia XR20, released the year before, and to highlight the phone’s durability.

Although the Nokia brand has a strong position in Finland, Nokia phone users tend to be relatively older. The campaign for the Ice Hockey World Cup was designed to reach young adults in particular.   

Durability was put at the heart of the campaign concept. The creative idea was to play hockey using the Nokia XR20 as a hockey puck. The players were the well-known hosts Viki and Köpi.

A fast-paced video and fun behind-the-scenes footage of the game was shot, with the phone remaining intact during the game.

The campaign kicked off with a press release announcing the competition partnership and a video of Viki and Köpi playing. During the World Cup, campaign videos were actively displayed in the arena and on social media. Viki and Köpi published videos on their own accounts and directed their followers to follow the new IG account for Nokia phones. Followers were attracted by competitions asking for the most enduring player of the match after the Finnish games. Traffic to the Instagram account was also directed from the existing FB page.

The message was delivered to millions of Finns through social media, media and ice hockey arenas. The new Instagram account, which had no followers two weeks before the competition, attracted 1149 followers by the end of the competition, which was 15% more than the target. The target group best reached on social media was the desired young adults aged 25-34.

The campaign received 24 media coverage, with several media outlets sharing a link to the campaign video. The media coverage was entirely positive, with a higher reach than HMD Global’s usual press releases. The chosen key message was well received: the durability of the phone was repeated in almost every article.