2012 Winners & Shortlists

The Brief

Nokia is not synonymous with mobile applications. Our challenge was to make Nokia users aware that Nokia Smart Phones are as capable as the competition, and establish Nokia as an authority on applications. We introduced The Nokia App Patrol, and declared The Smart Phone Law. It became a technological crime to own a Nokia Smart Phone and not have apps installed. The App Patrol was out to get you. We targeted existing Nokia users who have never used apps on their phones, but then recruited the other registered Nokia users to join the campaign by becoming App Patrol Informants.

Creative Execution

Using 70s cop comedy, Nokia imposed itself as the authority on mobile apps. Tone was different from typical Nokia communication, yet worked because tough times called for tough measures. We took the member get member concept and added the fun twist of cops and informants. We had higher engagement as the campaign was far more exciting then just being financially rewarding. And by recruiting newly registered Nokia users to become informants themselves, this gave the campaign a viral component as the App Patrol recruited new Informants. And the top 10 Informants were rewarded with Nokia Smart Phones.

Describe the creative solution to the brief/objective.

Registered users at store.nokia.com were asked to become App Patrol Informants by snitching on friends who use Nokia phones but don't use applications. In return the top 10 informants were rewarded with brand new Nokia smartphones. We sent out all potential informants recruitment emails and sms asking them to join our force. Those who accepted where directed to a microsite, to provide the contact information of the friends they wanted to report! We then sent out emails informing all our new leads that their friends have reported them, and that the Nokia App Patrol is out to get them.

Results

The campaign ran for 21 days, and caught people off guard. And its hands-on appeal had a staggering impact with 564 Recruited Informants, from 4500 recruitment emails sent (12.5% conversion) that snitched on 1537 of their friends. Out of these 1537 people, 821 registered at the Nokia Store – a conversion of 53%. The Nokia App patrol informants campaign was highly talked about in blogs because of its appeal and how it engaged people. http://www.uxsoup.com/thoughts/another-winning-campaign-nokia-app-patrol/ http://unleashthephones.com/2011/11/16/nokia-app-patrol-hilariouscheesy-video-contest/ http://www.gigalb.com/2011/11/nokia-app-patrol-campaign/ http://thehandheldblog.com/2011/11/16/nokia-app-patrol/