A middle-aged Chinese couple goes on holiday in LA (their second honeymoon perhaps). They visit many different tourist places and do many touristy "things" whilst using the video camera to capture all the fun. At the end of the day, they're resting at a cafe. And the husband thinking about their kids back home, asked if they should call home. The wife agrees, the husband then picks up the video camera to make the call. Obviously (but to his surprise) he doesn't get through.
Philosophy
The main objective is to highlight how Nokia's creative technology can enrich people's life. And how it can bring consumers a range of new benefits that are relevant, exciting and enriching. We do not focus on explaning the technology per se. "More than a phone" is the advertising idea and it depicts the limitations (single use) of the traditional tools people rely on (in this case - a video camera). You cannot use it to make calls but soon you can use your mobile phone to make video calls.The idea creates a cohesive campaign across all media. It is campaignable (now and into the future), is consumer friendly and differentiating.
Problem
Telecommunications is developing and converging rapidly. There is much noise from numerous categories and brands regarding Third Generation (3G) technology. Nokia, as a leading brand in the arena wants to take a positive role in the bright new world of 3G. The campaign is to show how Nokia's 3G technology will benefit the lives of consumers and in turn generate positive technology credentials for Nokia.