2012 Winners & Shortlists

Results and Effectiveness

18,868 likes from a baseline of 2,000. 15% installed the Facebook Ramadan calendar and visited the calendar over 16,000 times. We saw fans posting on the Nokia UAE wall and leaving positive sentiments about the brand such as “my life is connected by Nokia”. The Facebook page grew to over 900%. We increased app downloads during Ramadan by 60%. Our Lower Gulf campaign helped Nokia MEA to break the one million downloads a week record twice during this campaign. The campaign achieved 321,311 ovi store app downloads and numerous press mentions that represented thousands of USDs worth in advertisement.

Creative Execution

We created a Nokia owned social space where users could experience exclusive Ramadan content created by Nokia. The format was a Facebook application (app) that unlocked digital gifts for the Nokia UAE fans daily and softly promoted the Nokia Ovi apps. In accessing this gift, fans had to select which charity they wanted to support and Nokia would donate AED 5 to the charity of their choice. Traffic to the Facebook app came from a digital bought media campaign, from advertisements placed on Nokia UAE’s own website, posts on the Facebook wall of Nokia Global, radio ads and press releases. As the campaign matured, a viral earned media effect was achieved through fans spreading the word about the app.

Insights, Strategy and the Idea

The business objective was to increase app sales. The marketing objective was to create a fan base for the new Nokia UAE Facebook page that could be later as an earned media communications channel. Users between 18 and 35, who owned a Nokia phone, were active on Facebook and would experience Ramadan in the Lower Gulf. Understanding Ramadan inside and out was key in shaping the idea. Helping those around you and making donations to the less fortunate are a central theme at this reflective, charitable time. We wanted this theme to embody all aspects of the campaign. We were also keenly aware of the shift in daily habits which Muslims make during Ramadan and we wanted to support them during this challenging period. The idea demonstrated that Nokia was a locally-orientated brand which understood what Ramadan meant to the Muslim population in the region.