2012 Winners & Shortlists

The Brief

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. We also needed to entice people through the campaign to upgrade their phones from regular mobiles to smart phones.

Describe how the promotion developed from concept to implementation

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. They took to the streets on the lookout for anyone carrying a Nokia Device, checking if they had apps installed on their phones. And wrote people tickets based on their violations. Tickets served as easy shortcuts to download applications in bundles: from gaming apps to social and local apps. You could get a cash discount ticket to upgrade your phone.

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

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.

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

It was a tough job that called for tough measures. We needed a tone of voice that was different from Nokia's usual campaigns since they didn't really work for them in the past. We needed a concept that established Nokia as an authority on mobile apps rather than the 'we have apps too' approach. Some good old-fashioned force seemed necessary in order get through to people. Using 70s cop comedy Nokia amusingly imposed itself as the authority on mobile apps.