Celebrating Nokia's network effect

Nokia, once synonymous with burner phones and snake, relaunched itself in 2023 as a B2B innovation and technology company. To support the activation of its new brand, Nokia requested a selection of media owners to pitch ideas for a content-led multimedia campaign.

I was contracting with Bloomberg Media Studios at the time, Bloomberg's in-house branded content studio, and enjoyed working on this pitch. Nokia's new audience was primed for data-driven storytelling – something Bloomberg does incredibly well.

We won the pitch and began work on what we'd called The Exponential Era; a three-part series of long-form articles and short-form videos, telling stories of innovation, collaboration and sustainability.

I worked closely with Bloomberg's data analysts to build stories rooted in industry insights, and conducted a series of stakeholder interviews to cast Nokia experts to share their views on each theme. For the articles, I also sourced experts from outside the company to provide a wider context.

The creative idea behind the videos was to bring our experts' words to life in a setting that illustrated Nokia's innovative new identity. Virtual production studio CUBE Studio was an ideal location. We loaded up the LED stage with visuals and immersed ourselves in stories about technology saving the oceans, radical collaboration, and building networks on the moon.

The campaign ran across Bloomberg.com, and full and cut-down versions of the videos were used as pre- and mid-roll ads on Bloomberg Originals.

We delivered video and page views well above the benchmarks set at the start of the campaign.