2012 Winners & Shortlists

Results and Effectiveness

Record level competition entries. Tech graduates from all over the country are now competing to win a graduate scheme at Nokia.

Creative Execution

Talk to the intended students in their own, very unique language, which only they would understand. Computer code. The ad was written in the exact same code used to program computers. Those who couldn’t read it were not supposed to. The ads were placed around various university campuses to ensure Nokia would reach as many tech students as possible. When the desired students read the ad they were encouraged to type in the code to reveal more. Once they ran the code, they were redirected to the competition tab in the NOKIA UAE Facebook page, where they were rewarded with an invitation to join the competition.

Insights, Strategy and the Idea

In the highly competitive world of graduate recruitment, Nokia needed a unique way of attracting the country’s brightest technological minds. With such specific requirements, Nokia’s greatest challenge was to ensure that only the desired students would respond to its call. In an age where most young people consider themselves to be extremely tech savvy, and digital ‘codes’ are ubiquitous, Nokia’s recruitment message needed to go one-step further.