To create further hype and awareness of the new Nokia N81 – launched as “the next episode” in entertainment, the client requested for an online medium to support their on-ground event that was the Nokia N81 Digital Playzone; whereby 4 short-listed contestants in confinement were to complete various technology-related tasks within 48 hours and be most-voted by the crowd to be crowned champion.

We wanted to create a website that played on the voyeuristic nature of human beings in an intriguing way; in line with the nature of the on-ground event which was to have 4 finalists in individual outdoor cells over 2 days to be seen/cheered on/voted for by the public.

As such, we decided to employ the look and feel of a spying hidden/security camera throughout the website to pique interests and subsequently garner registrations for the contest itself. To maintain a steady, if not increasing, stream of visitors, we did what could not be done offline i.e. made the registrants/contestants more 'approachable'/accessible via real-time updates, blogs, biographies and voting functions while subtly yet effectively extolling the virtues of the new Nokia N81 – the focus of the on-ground event in the first place.

Altogether, 372,969 visitors visited the country microsites during the 2-month campaign, with Vietnam pulling in 189,613 visitors alone. 5,497 unique registrations were received in all. (Though this was below the target set with the client, the campaign only had online banners and minimal ATL publicity.) For microsites that included information about the N81 phone, 9,810 vistors explored this product information section.