The Most Retweeted Brand Tweet Ever
Nokia
Issue 29 | December 2013
Agency
Wunderman London
Creative Team
Chief Creative Officer Matt Batten Social Creative Ben Cobley
Other Credits
Chief Strategy Officer Richard Dunn Account Manager Ryo Murad Planner Pierre Camboly
Date
September 2013
Background
On 10th September 2013, Apple launched their iPhone 5C with much fanfare and expense. In a surprising departure from their well-known colourless product range, they made a big deal that this new phone was available in a range of vibrant colours. But Nokia had been giving consumers mobile phones in a range of vibrant colours for quite some time.
Idea
At the exact moment of their expensive worldwide announcement, the agency thanked Apple with a simple, cheeky tweet that totally hijacked #Apple during their global launch.
Results
In 3 days, there were 40,467 retweets, stories on hundreds of blogs worldwide, and over 64 million impressions, officially making it the most retweeted brand tweet ever (doubling Oreo's famous 'Dunk in the Dark' Superbowl tweet). Nokia's fanbase increased by 18% overnight, and Twitter said it was "one of the best moment marketing tweets ever".
Our Thoughts
Matt Batten is one of the most digitally savvy creative directors I’ve come across and this is further evidence of his talent for creating mischief. He is, after all, an Aussie! The idea is comically simple, it cost nothing and the timing was spot- on perfect. It shafted Apple at precisely the moment the Apple bigwigs were proudly unveiling their iPhone 5.
It made a lot of people laugh simply because there is growing recognition that Apple is taking itself so seriously these days, it needed to be taken down a peg or two.
This idea will have done more for the Nokia brand than any of their trad ads.