2011 Winners & Shortlists

The Brief

To introduce the new Nokia N900 (Extreme speed. Outstanding performance) mobile device with its new MAEMO interface technology.

Describe how the promotion developed from concept to implementation

The concept developed from a key local insight: the Saudi tech-savvy love to push technology to its max. So to introduce this new powerful device, we developed everything around the challenge "Can you handle it?" We invited our target to push the N900 to the max via a two day event. Day one engaged them at a major raceway event where they had to use the device to capture the experience. On day two, Nokia trainers took them through every aspect of the N900 technology enabling them to upload, and share with friends, all of day one's experience.

Describe the success of the promotion with both client and consumer including some quantifiable results

The success with the consumer was shown by the kingdom-wide buzz created online, with videos and chat all about the new Nokia N900 event hitting all social networking sites. Also, a new N900 technology group of strong brand ambassadors was formed on Facebook with hundreds of members. All the clients sales targets where fully and successfully achieved.

Explain why the method of promotion was most relevant to the product or service

The engagement was relevant to the product due to its link with extreme speed and outstanding performance, both of which where key drivers for our Saudi youth target group, who have a huge passion for motor sports and the adrenaline rush that comes with it.