Nokia's battle for cool

China - Nokia has unveiled its Ncool program, a "meeting point" for the brand's audience of 20 to 30-year olds where they can post, discuss and argue about what's cool and what's not.

The centrepiece of the Ncool program is a website where users congregate to exchange opinions, photos and links.

The viral campaign, developed by Eight Partnership, has also been extended into a WAP portal allowing users to upload findings directly from their mobile phones, as well as preview the monthly winners.

The site is designed to support and promote Nokia's N-series range of multimedia enabled mobile phone products, and there will be an exclusive NSeries user section on the WAP site to reward existing Nokia phone holders.

"This is a website for individuals who are not just seeking another online activity, but a real viral community where they will find a depth of involvement with their peer group," Simon Xue, digital marketing manager at Eight Partnership in Beijing, said.

Video virals will be seeded on social networking sites across China, supported by online, print media and mobile advertising. The viral films were produced by One Production and shot by Beijing director Wuershan. Click here to see the TVC.