This is a proposal I made for a social contest to promote the Nokia Lumia 1520 - The Bandit. The proposal was evaluated highly by the internal team but as client changed the product's proposition, the proposal didn't make it till the end. But this is still one of the proposal I've felt proud of so far.

1. Nokia Lumia 1520
Social Proposal
The “Bandit”

2. Insights
“I want to achieve balance in my life, career success
as well as taking good care of my family”
“I’ve now gained financial
stability, I want to fulfill the
dreams I had when I was
younger”
“I have already achieved my balance in work
life and family life, but how about my
personal dreams? The dreams I had when I
was young and passionate? ”
“Sometimes, I just wish that I could put aside all the family, career responsibilities to follow my dreams. But life is not
that simple. So I guess I’ll just stick with my daily concerns then”

3. Communication
Objective
To create top-of-mind for
Nokia Phablet as a
“companion device” on the
journey toward their
dreams in target audience
mindsets.
Communication
Strategy
• To engage users into
writing their “dreams” and
inspire them to put aside
daily responsibilities to
make it come true.
• To accompany Nokia
Phablet on their journey to
accomplish “the dreams”
without being
irresponsible.

4. GO WHERE YOUR DREAMS TAKES YOU
GO BEYOND RESPONSIBILITIES
Big idea

5. Our tactics
Video Clip
Making narration viral video clips
in which each character tells the
story of her dreams and the
journey to achieve it.
1 week
INSPIRE TO
FOLLOW
Facebook contest
Hosting a contest that inspire
people to tell their stories about:
• How they had achieved their
dreams.
• How they are going to achieve
their dreams.
And award the top winners with
Nokia Lumia 1520.
4 weeks

6. Campaign Details

7. 1 VIDEO CLIP
• Making inspirational video clips in which
each character narrates her own story
about dream and the difficulties she had
to overcome on the journey to achieve
their dreams.
• Clip can be made in one of 3 content
categories:
• Travel
• Career
• Family
• Nokia Lumia 1520 will appear as a tool to
help them stay connected to the world
while achieving their dreams – balancing
their social life as well as fulfilling their
inner dreams.
http://www.youtube.com/watch?v=IfmJIZkbHpM

8. 2 FACEBOOK TAB CONTEST
Page Layout
ROLE MODELS STORY
Role model stories from influential people
that have already achieved their balance.
FEATURE BOARD – TOP 5 OF THE WEEK
Selected from the “was” story based on the
weekly share number.
COUNTING OF SUBMITTED TOTAL STORIES
Counting of the total submitted stories.
THE “WAS” STORY
The stories about how people had fulfilled
their dreams. Told in text.
THE “WILL” STORY
The stories about how people are going to
achieve their dreams. Told in photo.

9. 3 DISTRIBUTION PLAN
Social media
VIDEO
CLIP
• Nokia social platforms
• Nokia Lumia fan pages (Hoi nhung
nguoi yeu thich Lumia,…)
PR
DREAM
CONTEST
• Using those created content, we
push them onto e-newspapers
and inspire readers to go to our
Facebook Tab to tell their own
“stories”.

10. 4 KPI
QUANLITATIVE
• Engage and inspire audience to
“go beyond responsibilities” to
achieve “balance” with Lumia
1520.
• Create audience sentiments
toward Nokia Lumia 1520 as “my
companion on the journey to
fulfill dreams”.
QUANTITATIVE
• 10,000 views on Youtube viral
clips.
• 800 participants in the contest.
• 10,000 views on Tab.