Nokia (News - Alert), along with creative shop, TBD, launched an international campaign revolving solely around Nokia’s digital health products. TBD was founded in fall 2017 by industry veterans Rafael Rizuto, Virginia Wang, and Jordan Warren.
The campaign’s initial 30 second video went viral Monday, January 8. The first video is part of the “Know Yourself” initiative, using the Nokia Body+ smart scale. This is the middle of the line scale in Nokia’s Wi-Fi collection of scales. Features include highly accurate weight, full body composition, and seamless tracking in the Health Mate app for accountability when attempting to reach goals.
For the video, six physically diverse men and women are shown weighing themselves to reveal they all weigh the same. It continues to demonstrate how the scale tracks muscle mass, body fat, water percentage, and bone mass. A voiceover chimes in to say, "Even when created equal, we are not the same." All the models in the video were not photo shopped or retouched, as Rafael Rizuto goes on to point out.
"We're challenging the concept of weight and the scale by showing that people give too much weight to weight and proving that there's so much more than weight," shares Rizuto. "You may weigh the same as someone else, but your hydration levels, body fat, bone mass and muscle mass are different."
The decision to air the first part of the Nokia heath videos was strategic; January is the month of resolutions. The ultimate goal, however, is to resolve to take care of your body all year round and to both appreciate and understand your body. In February, Nokia and TBD will release a second part of “Know Yourself” revolving around the Activity Tracker; it will run through April.
Though Nokia has 98 percent brand awareness globally, Gemini Babla, global head of marketing for Nokia digital health says that its digital health space is relatively unknown. "The brand is well-loved globally and is known for innovation in mobile phones, and we want to transfer that equity to consumer products in health."
Edited by
Maurice Nagle
