2012 Winners & Shortlists

The Campaign

Apps have become a part of our daily lives, changing the cellular phone industry in the process. Nokia is not synonymous with mobile applications. And despite continuous communication and promotions, many Nokia Users had never downloaded a single mobile application on their smart phones. Our challenge was to make these users aware that Nokia Smart Phones were just as capable as the competition. We needed to drive traffic to the Nokia App Store, and get people to start downloading apps. It was a tough job that called for tough measures. Some good old-fashioned force seemed necessary in order get through to people. We introduced The Nokia App Patrol, and declared The Smart Phone Law. It was now a technological crime to own a Nokia Smart Phone and not have apps installed. And The App Patrol was out to get you.

Success of the Campaign

The campaign ran for 21 days only, and caught people off guard. And its hands-on appeal had a staggering impact with 564 Recruited Informants that snitched on 1537 of their friends. 3557 downloadable app-tickets were given out to the public, along with 2033 cash discount tickets on new phones. This all in all resulted in a 21% traffic increase to store.nokia.com The campaign was also picked up by a number of international blogs: http://www.uxsoup.com/thoughts/another-winning-campaign-nokia-app-patrol/ http://moudz.blogspot.com/2011/11/nokia-app-patrol-takes-to-streets-and.html http://www.gigalb.com/2011/11/nokia-app-patrol-campaign/ http://thehandheldblog.com/2011/11/16/nokia-app-patrol/ http://unleashthephones.com/2011/11/16/nokia-app-patrol-hilariouscheesy-video-contest/ http://www.scoop.it/t/nfc/p/760631617/nokia-app-patrol-upgrade-your-smartphone-or-else-my-nokia This campaign is considered the most successful campaign tackling Apps for Nokia in the Levant.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign launched across Lebanon and Jordan. Nokia amusingly imposed itself as the authority on mobile apps. The Smart Phone Law was announced to the public via Radio spots, Press ads, and an Outdoor Campaign. Online Banners and Facebook flyers led people to our Facebook Headquarters hosting The Manifesto and videos of different Busts. The Nokia App Patrol then took on the streets, on the lookout for anyone carrying a Nokia Device. They stopped people checking if they had apps installed on their phones. And wrote them tickets based on their violations. Tickets had instructions on how to register at Store.Nokia.com and served as easy shortcuts to download applications in bundles: from gaming apps to social and local apps. You could even get a ticket for having an old phone – this ticket was your incentive to upgrade as it gave you a good discount on your next Nokia purchase.