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July 30th
Nokia and These Days sound the alarm.
Stanley Kubrick knew it long ago: computers are silently taking control. But what happens when people try to cut them out? What you get are jealous computers that attack their owners...
These Days packages brand awareness for the Nokia Nseries as a consciousness-raising campaign.
The underlying philosophy: the Nseries, and the Nokia N95 in particular, can do everything that normal computer can – and that leads to trouble.
The integrated campaign has a strong viral component. On YouTube and other video communities, films appearcontaining warnings for the new plague. With tips on how you could protect yourself against even greater dangers. The unbranded signature has a teasing effect.
The buzz spread quickly, helped along by influential bloggers (Darla Mack, Allaboutsymbian...) who got a personal warning - by name!
The mysterious PC bullying was also translated into banners that seemed to come directly from a doctor’s cabinet. There were a couple of variations in pure tabloid style. Such as the testimony of Alex D. from Paris, who almost lost his nose after his PC broke into a Gallic rage.
Posters that held nothing back in their depictions of attacks (just think of your dentist’s waiting room) also brought the message home to the public.
All of the publicity leads to
www.jealouscomputers.com. On that site, visitors can watch disturbing videos (a tourist who took a beating from his laptop after having already been sunburnt). Plus first aid tips for home and office. And an overview of all registered attacks, from Greenland to Papua-New Guinea.
Once warned, twice shy...
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