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The game is afoot
TEAM
3 Portfolio managers
4 Campaign managers
1 developer
2 designers
SKILLS
Product analysis
Multi-market campaigns
Audience Segmentation &
Personalization
Project Overview
The Game is Afoot was a four-episode mini-series created by Nokia’s European marketing team to promote Autonomous Networks services for B2B clients. Framed as a dynamic storytelling experience rather than a traditional product push, the series positioned Nokia as a thought leader in cybersecurity and network automation while driving deeper engagement across key customer segments.
Solution - Portfolio
Rather than running separate, service-specific campaigns, our team developed a unified narrative format that connected multiple solutions into one compelling storyline. We produced a 25-minute cinematic series dramatizing what happens when a network is attacked by a hacker — and how Nokia’s cybersecurity and autonomous network solutions defend against such threats. This creative approach allowed us to simplify complex technology, bring consistency to our messaging, and create a memorable asset that could be leveraged across regions and events.
Timeline
Brainstorm & Strategy
User research
Design & AB testing with users
July
August
Wireframes
September
October
Target audience and Channel mix
The campaign targeted telecom operators, enterprise decision-makers, and technology partners — professionals responsible for network security, automation, and digital transformation. Our strategy was to educate and inspire: rather than a technical deep dive, the series aimed to show real-world impact of Nokia’s solutions, helping decision-makers envision how autonomous networks protect their business.
We used a multi-channel mix — including email marketing, YouTube, paid media, webinars, and a dedicated microsite built on Pathfactory— ensuring reach across both awareness and consideration stages. This approach is directly tied to business objectives by:
Elevating Nokia’s positioning as a leader in autonomous networks.
Supporting sales with content designed for conversations and lead nurturing.
Creating scalable assets usable across events, digital channels, and partner communications
Pain Point & Solution
One challenge was balancing storytelling with technical accuracy. Highly technical messaging risked alienating non-specialist audiences, while oversimplification could reduce credibility.
To address this, we developed a complementary program: “Behind the Series.” In each episode, two telecom experts joined to explain the featured solutions in detail and share Nokia’s broader strategy in autonomous networks. This dual format kept the main series light and engaging, while ensuring technical depth was available for those who wanted it.
Scope of Work
Pain Point & Solution
Tools & platforms used:
Campaign Management: Pathfactory, Salesforce, Marketo, Google Analytics, YouTube Analytics
Creative & Content: Adobe Creative Suite, Ceros Interactive Experiences, Dixdisseminate
quiz embedded on the website.
Design & prototypes
Final Launch
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